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Contemporary advertising /

Arens, William F.

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Contemporary advertising /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Contemporary advertising // William F. Arens.
Author:	Arens, William F.
Published:	Boston :McGraw-Hill/Irwin, : c2004.,
Description:	xlii, 617, [62] p. :ill. (some col.) ;28 cm. +1 CD-ROM (4 3/4 in.)
Notes:	Includes index.
Series:	McGraw-Hill/Irwin series in marketing
[NT 15003449]:	Advertising perspectives -- What is advertising today? -- The evolution of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants of advertising strategy -- Research: Gathering information for advertising planning -- Marketing and advertising planning: top-down, bottom-up, and IMC -- Planning media strategy: finding links to the market -- Integrating advertising with other elements of the communications mix -- Relationship building: direct marketing, personal selling, and sales promotion -- Relationship building: public relations, sponsorship, and corporate advertising -- Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic, and digital media -- Using advertising media -- Using print media -- Using electronic media: television and radio -- Using digital interactive media and direct mail -- Using out-of-home, exhibitive, and supplementary media.
Subject:	Advertising. -
ISBN:	0071214259 (international : alk. paper)

Contemporary advertising /
Arens, William F.

Contemporary advertising /William F. Arens. - 9th ed. - Boston :McGraw-Hill/Irwin,c2004. - xlii, 617, [62] p. :ill. (some col.) ;28 cm. +1 CD-ROM (4 3/4 in.) - McGraw-Hill/Irwin series in marketing.

Includes index.

Advertising perspectives -- What is advertising today? -- The evolution of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants of advertising strategy -- Research: Gathering information for advertising planning -- Marketing and advertising planning: top-down, bottom-up, and IMC -- Planning media strategy: finding links to the market -- Integrating advertising with other elements of the communications mix -- Relationship building: direct marketing, personal selling, and sales promotion -- Relationship building: public relations, sponsorship, and corporate advertising -- Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic, and digital media -- Using advertising media -- Using print media -- Using electronic media: television and radio -- Using digital interactive media and direct mail -- Using out-of-home, exhibitive, and supplementary media.

ISBN: 0071214259 (international : alk. paper)

LCCN: 2003065006Subjects--Topical Terms:

570176
Advertising.

LC Class. No.: HF5821 / .B62 2004

Dewey Class. No.: 659.1

Contemporary advertising /
LDR:02327cam a2200313 a 45 001 738515
003 OCoLC
005 20080425
008 080425s2004 maua 001 0 eng
010 $a 2003065006
020 $a 0071214259 (international : alk. paper)
020 $a 0072537728 (alk. paper)
020 $a 0072883928 (set)
020 $a 9780071214254 (international : alk. paper)
020 $a 9780072537727 (alk. paper)
020 $a 9780072883923 (set)
035 $a (OCoLC)53013495
035 $a 企管系96
040 $a DLC $c DLC $d YDX $d BAKER $d IG# $d BTCTA $d YDXCP $d XTL $d YBM
042 $a pcc
049 $a NDHA
050 0 0 $a HF5821 $b .B62 2004
082 0 0 $a 659.1 $2 22
100 $a Arens, William F. $3 781504
245 1 0 $a Contemporary advertising / $c William F. Arens.
250 $a 9th ed.
260 $a Boston : $c c2004. $b McGraw-Hill/Irwin,
300 $a xlii, 617, [62] p. : $b ill. (some col.) ; $c 28 cm. + $e 1 CD-ROM (4 3/4 in.)
440 0 $a McGraw-Hill/Irwin series in marketing
500 $a Includes index.
505 0 $a Advertising perspectives -- What is advertising today? -- The evolution of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants of advertising strategy -- Research: Gathering information for advertising planning -- Marketing and advertising planning: top-down, bottom-up, and IMC -- Planning media strategy: finding links to the market -- Integrating advertising with other elements of the communications mix -- Relationship building: direct marketing, personal selling, and sales promotion -- Relationship building: public relations, sponsorship, and corporate advertising -- Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic, and digital media -- Using advertising media -- Using print media -- Using electronic media: television and radio -- Using digital interactive media and direct mail -- Using out-of-home, exhibitive, and supplementary media.
650 $a Advertising. $3 570176
650 $a Publicidad $3 839557