Contemporary advertising /
Arens, William F.

Linked to FindBook      Google Book      Amazon      博客來     
  • 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)
Location:  Year:  Volume Number: 
Items
  • 1 records • Pages 1 •
 
GW0013292 六樓西文書區HC-Z(6F Western Language Books) 01.外借(書)_YB 一般圖書 HF5821 B62 2004 一般使用(Normal) On shelf 0
  • 1 records • Pages 1 •
Reviews
Export
pickup library
 
 
Change password
Login