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Advertising. / William F. Arens, David H. Schaefer, Michael Weigold.

By: Arens, William FContributor(s): Schaefer, David H | Weigold, Michael FMaterial type: TextTextPublisher: New York: McGraw-Hill Irwin, 2012Description: xiii, 498 p. : color illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780078028915 (pbk.) acidfree paper; 0078028914 (pbk.) acidfree paperOther title: M: advertising [Cover title]Subject(s): AdvertisingLOC classification: HF5821.A68Online resources: Publisher description | Table of contents only
Contents:
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 --
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Item type Current location Home library Call number Status Date due Barcode
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
HF5821.A68 (Browse shelf) Available K/2890/0024/22

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 --

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