01403nam a22001937a 4500 140619b xxu||||| |||| 00| 0 eng d 9780071220606 HF5821.B62 Arens,William F Contemporary advertising and integrated marketing communications. / William F.Arens 13th ed. New York: Mcgraw-Hill, 2011. xl,774p.; ill.: 27cm. Includes index and appendix 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. Weigold,Micheal F Arens,Christian lcc BK 3028 10528 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-06-19 0 HF5821.B62 7714/141/14 2014-06-19 00:00:00 1 2014-06-19 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-07-14 0 HF5821.B621 7913/340/15 2015-07-14 00:00:00 2 2015-07-14 BK