01760nam a22002537a 4500 OSt 20211213162008.0 120618t xxu||||| |||| 00| 0 eng d 9780071220606 0071220607 LC HF5821.B62.A68 Arens, WIlliam F. Contemporary advertising and integrated marketing communications. / WIlliam F. Arens, Michael F. Weigold, Christian Arens 13th ed. New York: McGraw-Hill/Irwin, 2011. xi, 774 p.: ill.; Includes index. Contents: 1. Advertising perspectives: Advertising today? -- The big picture: the evolution of advertising -- The big picture: economic and regulatory aspects -- The scope of advertising: from local to global -- 2. Crafting marketing and advertising strategies: Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants advertising strategy -- Research: gathering information for advertising planning -- Marketing and advertising planning -- Planning media strategy: disseminating the message -- 3. Creating advertisements and commercials: Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic and digital media -- 4. Using advertising media: using print media -- Using electronic media: television and radio -- Using digital interactive media -- Using out-of-home, exhibitive and supplementary media -- 5. Integrating advertising: Relationship building: public relations, sponsorship and corporate advertising -- Advertising Weigold, Michael F. Arens, Christian lcc BK 8290 15790 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 HF5821.B62.A68(13e) K/1962/1962/19 2021-12-13 00:00:00 1 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.B62.A681(13e) K/1963/1963/19 2021-12-21 00:00:00 2 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.B62.A682(13e) K/1964/1964/19 2021-12-21 00:00:00 3 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.B62.A683(13e) K/1965/1965/19 2021-12-21 00:00:00 4 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.B62.A684(13e) K/1966/1966/19 2021-12-21 00:00:00 5 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.B62.A685(13e) K/1967/1967/19 2021-12-21 00:00:00 6 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.B62.A686(13e) K/1968/1968/19 2021-12-21 00:00:00 7 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.B62.A687(13e) K/1990/1990/19 2021-12-21 00:00:00 8 2021-12-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-13 0 HF5821.B62.A688(13e) K/2144/2144/19 2021-12-21 00:00:00 9 2021-12-13 BK