Arens, William F.
Advertising. / M: advertising William F. Arens, David H. Schaefer, Michael Weigold. - xiii, 498 p. : color illustrations ; 28 cm.
Includes bibliographical references (pages 458-473) and indexes.
Contents: An introduction to advertising: The evolution of advertising -- The economic, social and regulatory aspects of advertising -- The business of advertising -- Understanding the target audience: Segmentation, targeting and the marketing mix -- Communication and consumer behavior -- The planning process: Account planning and research -- Marketing, advertising and IMC planning -- The creative process: Creating Ads: strategy and process -- Creative execution: art and copy -- Producing Ads -- Reaching the target audience: Print advertising -- Electronic media: television and radio -- Digital interactive media -- Out-of-home, direct-mail and specialty advertising -- Integrating marketing communications elements: Media planning and buying -- IMC: Direct marketing, personal selling, packaging and sales promotion -- IMC: Public relations, sponsorship and corporate advertising --
9780078028915 (pbk.) acidfree paper 0078028914 (pbk.) acidfree paper
2010940142
Advertising.
HF5821.A68
Advertising. / M: advertising William F. Arens, David H. Schaefer, Michael Weigold. - xiii, 498 p. : color illustrations ; 28 cm.
Includes bibliographical references (pages 458-473) and indexes.
Contents: An introduction to advertising: The evolution of advertising -- The economic, social and regulatory aspects of advertising -- The business of advertising -- Understanding the target audience: Segmentation, targeting and the marketing mix -- Communication and consumer behavior -- The planning process: Account planning and research -- Marketing, advertising and IMC planning -- The creative process: Creating Ads: strategy and process -- Creative execution: art and copy -- Producing Ads -- Reaching the target audience: Print advertising -- Electronic media: television and radio -- Digital interactive media -- Out-of-home, direct-mail and specialty advertising -- Integrating marketing communications elements: Media planning and buying -- IMC: Direct marketing, personal selling, packaging and sales promotion -- IMC: Public relations, sponsorship and corporate advertising --
9780078028915 (pbk.) acidfree paper 0078028914 (pbk.) acidfree paper
2010940142
Advertising.
HF5821.A68