TY  - BOOK
AU  - Arens, William F.
AU  - Schaefer, David H. 
TI  - Essentials of contemporary advertising.
SN  - 139780073136660
AV  - HF5821.A74 
PY  - 2007///
CY  - Boston
PB  - McGraw-Hill
KW  - Advertising
N1  - Includes index; 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
ER  -