Arens, William F.
Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold. - Second edition - Boston : McGraw-Hill Irwin, c2009. - xxiv, 558 pages : colored illustrations ; 28 cm.
Includes bibliographical references (p. 511-523) and indexes.
Contents: Part 1: An introduction to advertising -- Chapter one : Advertising yesterday, today, and tomorrow -- Chapter two: The economics,social, and regulatory aspects of advertising -- Chapter three: The business of advertising -- Part 2: Understanding the target audience -- Chapter four: Segmentation, targeting, and the marketing mix -- Chapter five: Communication and consumer behavior -- Part 3: The planning process -- Chapter six: Accounts planning and research -- Chapter seven: Developing marketing and advertising plans -- Part 4: The creative process -- Chapter eight: Creative strategy and the creative process -- Chapter nine: Creative execution: art and copy -- Chapter ten: Producing ads, for print, electronic, and digital media -- Part 5: Reaching the target audience -- Chapter eleven: Print advertising -- Chapter twelve: Electronic media: television and radio -- Chapter thirteen: Digital interactive media -- Chapter fourteen: Out-of-home, direct-mail, and specialty advertising -- Part 6: Integrating marketing communications elements -- Chapter fifteen: Media planning and buying -- Chapter sixteen: IMC: direct marketing, personal selling, and sales promotion -- Chapter seventeen: IMC: public relations, sponsorship, and corporate advertising -- Includes glossary -- Endnotes -- Credit and acknowledgments --
English
9780071270571 [paperback]
2008005753
Advertising.
Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold. - Second edition - Boston : McGraw-Hill Irwin, c2009. - xxiv, 558 pages : colored illustrations ; 28 cm.
Includes bibliographical references (p. 511-523) and indexes.
Contents: Part 1: An introduction to advertising -- Chapter one : Advertising yesterday, today, and tomorrow -- Chapter two: The economics,social, and regulatory aspects of advertising -- Chapter three: The business of advertising -- Part 2: Understanding the target audience -- Chapter four: Segmentation, targeting, and the marketing mix -- Chapter five: Communication and consumer behavior -- Part 3: The planning process -- Chapter six: Accounts planning and research -- Chapter seven: Developing marketing and advertising plans -- Part 4: The creative process -- Chapter eight: Creative strategy and the creative process -- Chapter nine: Creative execution: art and copy -- Chapter ten: Producing ads, for print, electronic, and digital media -- Part 5: Reaching the target audience -- Chapter eleven: Print advertising -- Chapter twelve: Electronic media: television and radio -- Chapter thirteen: Digital interactive media -- Chapter fourteen: Out-of-home, direct-mail, and specialty advertising -- Part 6: Integrating marketing communications elements -- Chapter fifteen: Media planning and buying -- Chapter sixteen: IMC: direct marketing, personal selling, and sales promotion -- Chapter seventeen: IMC: public relations, sponsorship, and corporate advertising -- Includes glossary -- Endnotes -- Credit and acknowledgments --
English
9780071270571 [paperback]
2008005753
Advertising.