Search Filters

$15 · Contemporary Advertising

TITLE:
Contemporary Advertising
Sixth Edition

AUTHOR:
William F. Arens

ISBN:
9780256182576

ISBN-10:
0-256-18257-4

BINDING:
Hardcover

PUBLISHED BY:
Irwin

PAGES:
501

CONDITION:
Like new, in excellent condition

PRICE:
$15 firm

CONTENTS IN BRIEF:
I. Advertising Perspectives
1. The Dimensions of Advertising
2. The Social, Legal, and Ethical Aspects of Advertising
3. The Advertising Business: Agencies, Clients, Media, and Suppliers

II. Crafting Marketing and Advertising Strategies
4. Marketing and Consumer Behavior: The Foundations of Advertising
5. Using Marketing and Advertising to Link Products to Markets
6. Marketing and Advertising Research: Inputs to the Planning Process
7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
8. Planning Media Strategy: Finding Links to the Market

III. Creating Advertisements and Commercials
9. Creative Strategy and the Creative Process
10. Creative Execution: Art and Copy
11. Producing Ads for Print, Electronic, and Digital Media

IV. Buying Media Space and Time
12. Buying Print Media
13. Buying Electronic and Digital Interactive Media
14. Buying Out-of-Home, Exhibitive, and Supplementary Media

V. Building Relationships Through Integrated Marketing Communications (IMC)
15. Relationship Building: IMC, Direct Marketing, Direct Mail, and Sales Promotion
16. Relationship Building: Public Relations and Corporate Advertising
17. Relationship Building: Local and Noncommercial Advertising

View summerberries's Profile Email User Limit Reached Log In needed Open Location

Usedful News

Details Last hour: Last 24 hours: All:
Viewed:
Browsed:
Other Information
Ad Id31887008
CategoryBooks
PostedJune 16, 2018
Renewed June 14, 2019
Expiry December 11, 2019
Status NOT SOLD
Details
Edit Ad Report Ad
Hide
Hide
Desktop Version