01360nam a22001697a 4500008004100000020001800041050001500059100002100074245009000095250001300185260003500198300003100233500003300264505085100297700002201148700002001170140619b        xxu||||| |||| 00| 0 eng d  a9780071318389  aHF5821.B62  aArens,William F.  aContemporary advertising and integrated marketing communications. /cWilliam F. Arens  a14th ed.  aNew York:bMcgraw-Hill,c2013.  axxxix,722p.:bill.;c27cm.  aIncludes index and appendix   aContents: 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.  aWeigold,Micheal F  aArens,Christian