000			00909nam a22001697a 4500
008			120618t xxu||||| |||| 00| 0 eng d
020			_a0256182574
050			_aHF5821.B62Ar3
100			_aArens, WIlliam F.
245			_aContemporary advertising. / _cWIlliam F. Arens,
250			_a6th
260			_aChicago; _bIrwin, _c1996.
300			_axxxi, 501 p.: _bill.; _c28cm
500			_aIncludes index.
505			_aContents: Advertising perspectives -- Crafting marketing and advertising stategies -- Creating advertisments and commercials -- Buying media space and time -- Building relationships through integrated marketing communications (IMC) -- Appendix A: Marketing plan outline A -- Appendix B: Advertising plan outline B -- Appendix C: The Complete campaign: creating a splash for mountain dew -- Appendix D: Career planning in advertising D -- Appendix E: Industry resoucres.
942			_2lcc _cBK
999			_c1393 _d8893