02345cam a2200385 i 450000100090000000300040000900500170001300800410003001000170007102000400008802000370012803500240016504000290018904200140021805000150023210000270024724500740027424600190034826400410036730000500040833600260045833700280048433800270051250400690053950508960060865000200150470000280152470000300155285600910158285600920167390600450176594200120181099900160182295201210183816520501OSt20220922105536.0101027s2012    nyua     b    001 0 eng    a  2010940142  a9780078028915 (pbk.) acidfree paper  a0078028914 (pbk.) acidfree paper  a(OCoLC)ocn741761082  aVVXcLCdBTCTAdDLCerda  alccopycat00aHF5821.A681 aArens, William F.940510aAdvertising. /cWilliam F. Arens, David H. Schaefer, Michael Weigold.14aM: advertising 1aNew York:bMcGraw-Hill Irwin,c2012.  axiii, 498 p. :bcolor illustrations ;c28 cm.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes bibliographical references (pages 458-473) and indexes.  aContents: 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 --  0aAdvertising.931 aSchaefer, David H.94061 aWeigold, Michael F.,9407423Publisher descriptionuhttp://www.loc.gov/catdir/enhancements/fy1205/2010940142-d.html413Table of contents onlyuhttp://www.loc.gov/catdir/enhancements/fy1205/2010940142-t.html  a7bcbcccopycatd3encipf20gy-gencatlg  2lcccBK  c9086d16586  00102lcc4070aWIUC-KLbWIUC-KLcGENd2022-07-12oHF5821.A68 pK/2890/0024/22r2022-07-25 00:00:00w2022-07-25yBK