Arens, William F. <br/><br/>
Contemporary advertising / 
William F. Arens with the editorial collaboration of Jack J. Whidden. 
 - 6th edition 
 - Chicago :  Irwin,  c1996. 
 - 1 v. (various pagings) :  ill. (some col.), col. map ;  29 cm. 
 - The Irwin series in marketing .
<br/><br/> CONTENTS<br/><br/>ADVERTISING PERSPECTIVES<br/>the dimensions of advertising<br/>the social, legal and ethical aspects of advertising<br/>the advertising business: agencies, clients, media and suppliers<br/><br/>CRAFTING MARKETING AND ADVERTISING STRATEGIES<br/>Marketing and consumer behaviour: the foundations of advertising<br/>using marketing and advertising to link products to markets<br/>marketing and advertising research: inputs to the planning process<br/>marketing and advertising planning: top-down, bottom-up, and IMC<br/><br/>CREATING AND ADVERTISEMENTS AND COMMERCIALS<br/>creative strategy and the creative process<br/>creative execution: art and copy<br/>producing ads for print, electronic and digital media<br/><br/>BUYING MEDIA SPACE AND TIME<br/>buying print media<br/>buying electronic and digital interactive media<br/>buying out of home, exhibitive and supplementary media<br/><br/>BUILDING RELATIONSHIPS THROUGH INTEGATED MARKETING COMMUNICATIONS(IMC)<br/>relationship building: IMC, direct marketing, direct mail and sales promotion<br/>relationship building: public relations and corporate advertising<br/>relationship building: local and non-commercial advertising<br/><br/><br/> 
<br/><br/>Includes bibliographical references and indexes   
<br/><br/><label>ISBN: </label>0256182574 9780256182576 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>Dewey Class. No.: </label>659.1  / ARE