TY  - BOOK
AU  - Arens,William F.
AU  - Schaefer,David H.
AU  - Weigold,Michael F.
TI  - Advertising.
SN  - 9780078028915 (pbk.) acidfree paper
AV  - HF5821.A68 
PY  - 2012///
CY  - New York
PB  - McGraw-Hill Irwin
KW  - Advertising
N1  - 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 --
UR  - http://www.loc.gov/catdir/enhancements/fy1205/2010940142-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy1205/2010940142-t.html
ER  -