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Advertising. / William F. Arens, David H. Schaefer, Michael Weigold.

By: Contributor(s): Material type: TextPublisher: New York: McGraw-Hill Irwin, 2012Description: xiii, 498 p. : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780078028915 (pbk.) acidfree paper
  • 0078028914 (pbk.) acidfree paper
Other title:
  • M: advertising [Cover title]
Subject(s): LOC classification:
  • HF5821.A68
Online resources:
Contents:
Contents: An introduction to advertising: The evolution of advertising -- The economic, social and regulatory aspects of advertising -- The business of advertising -- Understanding the target audience: Segmentation, targeting and the marketing mix -- Communication and consumer behavior -- The planning process: Account planning and research -- Marketing, advertising and IMC planning -- The creative process: Creating Ads: strategy and process -- Creative execution: art and copy -- Producing Ads -- Reaching the target audience: Print advertising -- Electronic media: television and radio -- Digital interactive media -- Out-of-home, direct-mail and specialty advertising -- Integrating marketing communications elements: Media planning and buying -- IMC: Direct marketing, personal selling, packaging and sales promotion -- IMC: Public relations, sponsorship and corporate advertising --
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5821.A68 (Browse shelf(Opens below)) Available K/2890/0024/22

Includes bibliographical references (pages 458-473) and indexes.

Contents: An introduction to advertising: The evolution of advertising -- The economic, social and regulatory aspects of advertising -- The business of advertising -- Understanding the target audience: Segmentation, targeting and the marketing mix -- Communication and consumer behavior -- The planning process: Account planning and research -- Marketing, advertising and IMC planning -- The creative process: Creating Ads: strategy and process -- Creative execution: art and copy -- Producing Ads -- Reaching the target audience: Print advertising -- Electronic media: television and radio -- Digital interactive media -- Out-of-home, direct-mail and specialty advertising -- Integrating marketing communications elements: Media planning and buying -- IMC: Direct marketing, personal selling, packaging and sales promotion -- IMC: Public relations, sponsorship and corporate advertising --

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