01412nam a22001937a 4500 140619b xxu||||| |||| 00| 0 eng d 9780071318389 HF5821.B62 Arens,William F. Contemporary advertising and integrated marketing communications. / William F. Arens 14th ed. New York: Mcgraw-Hill, 2013. xxxix,722p.: 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 5628 13128 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-07-14 0 HF5821.B62 7993/420/15 2015-07-14 00:00:00 2015-07-14 BK