Arens,William F. <br/><br/>
Contemporary advertising and integrated marketing communications. / 
William F. Arens 
 - 14th ed. 
 - New York:  Mcgraw-Hill,  2013. 
 - xxxix,722p.:  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>9780071318389 
<br/><br/><label>LC Class. No.: </label>HF5821.B62