Essentials of Contemporary Advertising

Name: Essentials of Contemporary Advertising
Price: 6.07 USD
Availability: InStock
ISBN: 9780073380971

ISBN-10: 0073380970

ISBN-13: 9780073380971

Edition: 2nd 2009

Authors: William F. Arens, David Schaefer, Michael F. Weigold

List price: $181.33

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Book details

List price: $181.33
Edition: 2nd
Copyright year: 2009
Publisher: McGraw-Hill Higher Education
Publication date: 4/16/2008
Binding: Paperback
Pages: 592
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 2.640
Language: English




An Introduction to Advertising



Advertising Yesterday, Today and Tomorrow



The Economic, Social, and Regulatory Aspects of Advertising



Business of Advertising



Understanding the Target Audience



Segmentation, Targeting, and the Marketing Mix



Communication and Consumer Behavior



The Planning Process



Account Planning and Research



Developing Marketing and Advertising Plans



The Creative Process



Creative Strategy and the Creative Process



Creative Execution: Art and Copy



Producing Ads for Print, Electronic, and Digital Media



Reaching the Target Audience



Print Advertising



Electronic Media: Television and Radio



Digital Interactive Media and Direct Mail



Out-of-Home, Direct-Mail and Specialty Advertising



Integrating Marketing Communications Elements



Media Planning and Buying



IMC: Direct Marketing, Personal Selling and Sales Promotion



IMC: Public Relations, Sponsorship, and Corporate Advertising


Glossary


Endnotes


Credits and Acknowledgments


Name Index Company


Index Subject


Index