Advertising. / William F. Arens, David H. Schaefer, Michael Weigold.
Material type: TextPublisher: 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 onlyItem type | Current location | Home library | Call 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.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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