Contemporary advertising / William F. Arens with the editorial collaboration of Jack J. Whidden.
Series: The Irwin series in marketingPublication details: Chicago : Irwin, c1996.Edition: 6th editionDescription: 1 v. (various pagings) : ill. (some col.), col. map ; 29 cmISBN:- 0256182574
- 9780256182576
- 659.1 23 ARE
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Book Closed Access | Engineering Library | 659.1 ARE 1 (Browse shelf(Opens below)) | 1 | Available | BUML24010551 |
CONTENTS
ADVERTISING PERSPECTIVES
the dimensions of advertising
the social, legal and ethical aspects of advertising
the advertising business: agencies, clients, media and suppliers
CRAFTING MARKETING AND ADVERTISING STRATEGIES
Marketing and consumer behaviour: the foundations of advertising
using marketing and advertising to link products to markets
marketing and advertising research: inputs to the planning process
marketing and advertising planning: top-down, bottom-up, and IMC
CREATING AND ADVERTISEMENTS AND COMMERCIALS
creative strategy and the creative process
creative execution: art and copy
producing ads for print, electronic and digital media
BUYING MEDIA SPACE AND TIME
buying print media
buying electronic and digital interactive media
buying out of home, exhibitive and supplementary media
BUILDING RELATIONSHIPS THROUGH INTEGATED MARKETING COMMUNICATIONS(IMC)
relationship building: IMC, direct marketing, direct mail and sales promotion
relationship building: public relations and corporate advertising
relationship building: local and non-commercial advertising
Includes bibliographical references and indexes
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