000			01353nam a22001937a 4500
005			20210414114016.0
008			120614t xxu||||| |||| 00| 0 eng d
020			_a139780073136660
050			_aHF5821.A74
100			_aArens, William F.
245			_aEssentials of contemporary advertising. / _cWilliam F Arens and David H Schaefer
260			_aBoston: _bMcGraw-Hill, _c2007.
300			_axxviii, 558 p.: _bill.; _c28 cm.
500			_aIncludes index.
505			_aContents: Advertising today and how we got here -- Economic, social, and regulatory aspects of advertising -- Advertising industry -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Account planning and research -- Developing marketing and advertising plans -- Creative strategy and the creative process -- Creative execution : art and copy -- Producing ads for print, electronic, and digital media -- Print advertising -- Electronic media : television and radio -- Digital interactive media and direct mail -- Out-of-home, trade shows, and supplementary media -- Media planning and buying -- Relationship building : direct marketing, personal selling, and sales promotion -- Relationship building : public relations, sponsorship, and corporate advertising.
650			_aAdvertising
700			_aSchaefer, David H.
942			_2lcc _cBK
999			_c1335 _d8835