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Book Cover
Book
Author Arens, William F.

Title Contemporary advertising and integrated marketing communications / William F. Arens, Michael F. Weigold, Christian Arens
Edition Thirteenth edition
Published Boston : McGraw-Hill Irwin, [2011]
©2011

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Location Call no. Vol. Availability
 W'PONDS  659.1 Are/Cad 2011  AVAILABLE
Description xl, 774 pages : illustrations
Contents Part One. Advertising Perspectives -- 1. Advertising Today? -- 2. The Big Picture: The Evolution of Advertising -- 3. TheBig Picture: Economic and Regulatory Aspects -- 4. The Scope of Advertising: From Local to Global -- Part Two. Crafting Marketing and Advertising Strategies -- 5. Marketing and Consumer Behavior: The Foundations of Advertising -- 6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy -- 7. Research: Gathering Information for Advertising Planning -- 8. Marketing and Advertising Planning -- 9. Planning Media Strategy: Disseminating the Message -- Part Three. Creating Advertisements and Commercials -- 10. Creative Strategy and the Creative Process -- 11. Creative Execution: Art and Copy -- 12. Producing Ads for Print, Electronic, and Digital Media -- Part Four. Using Advertising Media -- 13. Using Print Media -- 14. Using Electronic Media: Television and Radio -- 15. Using Digital Interactive Media -- 16. Using Out-of-Home, Exhibitive, and Supplementary Media -- Part Five. Integrating Advertising -- 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion -- 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising -- Epilogue Repositioning a Brand -- Appendix A. Marketing Plan Outline -- Appendix B. Advertising Plan Outline
Summary 'Contemporary Advertising' looks at the evolution of advertising, the scope of advertising, gathering information for advertising planning, planning media strategy, using print media, and much more
Notes Includes index
Bibliography Includes bibliographical references and index
Subject Advertising.
Author Weigold, Michael F., 1958-
Arens, Christian.
LC no. 2009041919
ISBN 9780073530031 alkaline paper
0073530034 alkaline paper
Other Titles Contemporary advertising
Contemporary advertising & integrated marketing communications