Arens,William F. creator Weigold,Micheal F Arens,Christian text xxu New York Mcgraw-Hill 2013 14th ed. monographic eng

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xxxix,722p.: ill.; 27cm. 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. William F. Arens Includes index and appendix HF5821.B62 9780071318389 140619