Contemporary advertising and integrated marketing communications. / WIlliam F. Arens, Michael F. Weigold, Christian Arens
Material type: TextPublisher: New York: McGraw-Hill/Irwin, 2011Edition: 13th edDescription: xi, 774 p.: illISBN: 9780071220606; 0071220607Subject(s): AdvertisingLOC classification: HF5821.B62.A68Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5821.B62.A68(13e) (Browse shelf) | 1 | Available | K/1962/1962/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5821.B62.A681(13e) (Browse shelf) | 2 | Available | K/1963/1963/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5821.B62.A682(13e) (Browse shelf) | 3 | Available | K/1964/1964/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5821.B62.A683(13e) (Browse shelf) | 4 | Available | K/1965/1965/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5821.B62.A684(13e) (Browse shelf) | 5 | Available | K/1966/1966/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5821.B62.A685(13e) (Browse shelf) | 6 | Available | K/1967/1967/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5821.B62.A686(13e) (Browse shelf) | 7 | Available | K/1968/1968/19 | |
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HF5821.B62.A685(13e) Contemporary advertising and integrated marketing communications. / | HF5821.B62.A686(13e) Contemporary advertising and integrated marketing communications. / | HF5821.B62.A687(13e) Contemporary advertising and integrated marketing communications. / | HF5821.B62.A688(13e) Contemporary advertising and integrated marketing communications. / | HF1017.B651(7e) Business statistics in practice. / | HF1017.B652(7e) Business statistics in practice. / | HF1017.B653(7e) Business statistics in practice. / |
Includes index.
Contents: 1. Advertising perspectives: Advertising today? -- The big picture: the evolution of advertising -- The big picture: economic and regulatory aspects -- The scope of advertising: from local to global -- 2. Crafting marketing and advertising strategies: Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants advertising strategy -- Research: gathering information for advertising planning -- Marketing and advertising planning -- Planning media strategy: disseminating the message -- 3. Creating advertisements and commercials: Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic and digital media -- 4. Using advertising media: using print media -- Using electronic media: television and radio -- Using digital interactive media -- Using out-of-home, exhibitive and supplementary media -- 5. Integrating advertising: Relationship building: public relations, sponsorship and corporate advertising --
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