Arens, William F. creator Schaefer, David H. text xxu Boston McGraw-Hill 2007 monographic eng

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xxviii, 558 p.: ill.; 28 cm. Contents: Advertising today and how we got here -- Economic, social, and regulatory aspects of advertising -- Advertising industry -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Account planning and research -- Developing marketing and advertising plans -- Creative strategy and the creative process -- Creative execution : art and copy -- Producing ads for print, electronic, and digital media -- Print advertising -- Electronic media : television and radio -- Digital interactive media and direct mail -- Out-of-home, trade shows, and supplementary media -- Media planning and buying -- Relationship building : direct marketing, personal selling, and sales promotion -- Relationship building : public relations, sponsorship, and corporate advertising. William F Arens and David H Schaefer Includes index. Advertising HF5821.A74 139780073136660 120614 20210414114016.0