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Essentials of contemporary advertising. / William F Arens and David H Schaefer

By: Arens, William FContributor(s): Schaefer, David HMaterial type: TextTextPublisher: Boston: McGraw-Hill, 2007Description: xxviii, 558 p.: ill.; 28 cmISBN: 139780073136660Subject(s): AdvertisingLOC classification: HF5821.A74
Contents:
Contents: Advertising today and how we got here -- Economic, social, and regulatory aspects of advertising -- Advertising industry -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Account planning and research -- Developing marketing and advertising plans -- Creative strategy and the creative process -- Creative execution : art and copy -- Producing ads for print, electronic, and digital media -- Print advertising -- Electronic media : television and radio -- Digital interactive media and direct mail -- Out-of-home, trade shows, and supplementary media -- Media planning and buying -- Relationship building : direct marketing, personal selling, and sales promotion -- Relationship building : public relations, sponsorship, and corporate advertising.
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
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Includes index.

Contents: Advertising today and how we got here -- Economic, social, and regulatory aspects of advertising -- Advertising industry -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Account planning and research -- Developing marketing and advertising plans -- Creative strategy and the creative process -- Creative execution : art and copy -- Producing ads for print, electronic, and digital media -- Print advertising -- Electronic media : television and radio -- Digital interactive media and direct mail -- Out-of-home, trade shows, and supplementary media -- Media planning and buying -- Relationship building : direct marketing, personal selling, and sales promotion -- Relationship building : public relations, sponsorship, and corporate advertising.

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