02351cam a2200397 i 4500 16520501 OSt 20220922105536.0 101027s2012 nyua b 001 0 eng 2010940142 9780078028915 (pbk.) acidfree paper 0078028914 (pbk.) acidfree paper (OCoLC)ocn741761082 VVX LC BTCTA DLC rda lccopycat HF5821.A68 Arens, William F. 405 Advertising. / William F. Arens, David H. Schaefer, Michael Weigold. M: advertising New York: McGraw-Hill Irwin, 2012. xiii, 498 p. : color illustrations ; 28 cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references (pages 458-473) and indexes. Contents: An introduction to advertising: The evolution of advertising -- The economic, social and regulatory aspects of advertising -- The business of advertising -- Understanding the target audience: Segmentation, targeting and the marketing mix -- Communication and consumer behavior -- The planning process: Account planning and research -- Marketing, advertising and IMC planning -- The creative process: Creating Ads: strategy and process -- Creative execution: art and copy -- Producing Ads -- Reaching the target audience: Print advertising -- Electronic media: television and radio -- Digital interactive media -- Out-of-home, direct-mail and specialty advertising -- Integrating marketing communications elements: Media planning and buying -- IMC: Direct marketing, personal selling, packaging and sales promotion -- IMC: Public relations, sponsorship and corporate advertising -- Advertising. 3 Schaefer, David H. 406 Weigold, Michael F., 407 Publisher description http://www.loc.gov/catdir/enhancements/fy1205/2010940142-d.html Table of contents only http://www.loc.gov/catdir/enhancements/fy1205/2010940142-t.html 7 cbc copycat 3 ncip 20 y-gencatlg lcc BK 9086 16586 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2022-07-12 HF5821.A68 K/2890/0024/22 2022-07-25 00:00:00 2022-07-25 BK