Contemporary advertising. /
Arens, WIlliam F.
Contemporary advertising. / WIlliam F. Arens, - 6th - Chicago; Irwin, 1996. - xxxi, 501 p.: ill.; 28cm
Includes index.
Contents: Advertising perspectives -- Crafting marketing and advertising stategies -- Creating advertisments and commercials -- Buying media space and time -- Building relationships through integrated marketing communications (IMC) -- Appendix A: Marketing plan outline A -- Appendix B: Advertising plan outline B -- Appendix C: The Complete campaign: creating a splash for mountain dew -- Appendix D: Career planning in advertising D -- Appendix E: Industry resoucres.
0256182574
HF5821.B62Ar3
Contemporary advertising. / WIlliam F. Arens, - 6th - Chicago; Irwin, 1996. - xxxi, 501 p.: ill.; 28cm
Includes index.
Contents: Advertising perspectives -- Crafting marketing and advertising stategies -- Creating advertisments and commercials -- Buying media space and time -- Building relationships through integrated marketing communications (IMC) -- Appendix A: Marketing plan outline A -- Appendix B: Advertising plan outline B -- Appendix C: The Complete campaign: creating a splash for mountain dew -- Appendix D: Career planning in advertising D -- Appendix E: Industry resoucres.
0256182574
HF5821.B62Ar3