Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold.
Material type:
TextPublisher: Boston : McGraw-Hill Irwin, c2009Edition: Second editionDescription: xxiv, 558 pages : colored illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780071270571 [paperback]Subject(s): AdvertisingDDC classification: Online resources: Publisher description | Table of contents only | Item type | Current location | Call number | Status | Date due | Barcode |
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Book
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659.1 Ar33 2009 (Browse shelf) | Available | 3UCBL000005711 |
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
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