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Contemporary advertising / William F. Arens with the editorial collaboration of Jack J. Whidden.

By: Contributor(s): 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
Subject(s): DDC classification:
  • 659.1 23 ARE
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Closed Access 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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