000			01412nam a22001937a 4500
008			140619b xxu||||| |||| 00| 0 eng d
020			_a9780071318389
050			_aHF5821.B62
100			_aArens,William F.
245			_aContemporary advertising and integrated marketing communications. / _cWilliam F. Arens
250			_a14th ed.
260			_aNew York: _bMcgraw-Hill, _c2013.
300			_axxxix,722p.: _bill.; _c27cm.
500			_aIncludes index and appendix
505			_aContents: Advertising today -- The big picture: The evolution of advertising -- The scope of advertising:from local to global -- Marketing and consumer behavior: The foundations of advertising -- Market segmentation and the marketing mix:determinants of advertising strategy -- Research:gathering information for advertising planning -- Planning media strategy:disseminating the message -- Creative strategy and the creative process -- Creative execution: Art and copy -- Producing ads for print,electronic,and digital media -- Using print media -- using electronic media: Television and radio -- Using digital interactive media -- Using out-of-home,exhibitive,and supplementary media -- Relationship building: Direct marketing,personal selling and sales promotion -- Relationship building: Public relations,sponsorship and corporate advertising.
700			_aWeigold,Micheal F
700			_aArens,Christian
942			_2lcc _cBK
999			_c5628 _d13128