Arens,William F <br/><br/>
Contemporary advertising and integrated marketing communications. / 
William F.Arens 
 - 13th ed. 
 - New York:  Mcgraw-Hill,  2011. 
 - xl,774p.;  ill.:  27cm. 
<br/><br/> Includes index and appendix  
<br/><br/>Contents: Advertising today? -- The Big picture:the evolution of advertising -- The Scope of advertising:from local to global -- Marketing and consumer behavior:the foundations of advertising -- Market segmentation and the marketing mix:determinants of advertising strategy -- Research:gathering information for advertising planning -- Planning media strategy:disseminating the message -- Creative strategy and the creative process -- Creative execution:art and copy -- Producing ads for print,electronic,and digital media -- Using print media -- using electronic media:television and radio -- Using digital interactive media -- Using out-of-home,exhibitive,and supplementary media -- Relationship building:direct marketing,personal selling and sales promotion -- Relationship building: public relations,sponsorship and corporate advertising. 
<br/><br/><label>ISBN: </label>9780071220606 
<br/><br/><label>LC Class. No.: </label>HF5821.B62