Arens, WIlliam F. creator text xxu Chicago Irwin 1996 6th monographic eng

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xxxi, 501 p.: ill.; 28cm 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. WIlliam F. Arens, Includes index. HF5821.B62Ar3 0256182574 120618