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Contemporary advertising /
~
Arens, William F.
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Contemporary advertising /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Contemporary advertising // William F. Arens.
作者:
Arens, William F.
出版者:
Boston :McGraw-Hill/Irwin, : c2004.,
面頁冊數:
xlii, 617, [62] p. :ill. (some col.) ;28 cm. +1 CD-ROM (4 3/4 in.)
附註:
Includes index.
叢書名:
McGraw-Hill/Irwin series in marketing
內容註:
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.
標題:
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 /
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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.
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839557
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