000			01760nam a22002537a 4500
003			OSt
005			20211213162008.0
008			120618t xxu||||| |||| 00| 0 eng d
020			_a9780071220606
020			_a0071220607
040			_cLC
050			_aHF5821.B62.A68
100			_aArens, WIlliam F.
245			_aContemporary advertising and integrated marketing communications. / _cWIlliam F. Arens, Michael F. Weigold, Christian Arens
250			_a13th ed.
260			_aNew York: _bMcGraw-Hill/Irwin, _c2011.
300			_axi, 774 p.: _bill.;
500			_aIncludes index.
505			_aContents: 1. Advertising perspectives: Advertising today? -- The big picture: the evolution of advertising -- The big picture: economic and regulatory aspects -- The scope of advertising: from local to global -- 2. Crafting marketing and advertising strategies: Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants advertising strategy -- Research: gathering information for advertising planning -- Marketing and advertising planning -- Planning media strategy: disseminating the message -- 3. Creating advertisements and commercials: Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic and digital media -- 4. Using advertising media: using print media -- Using electronic media: television and radio -- Using digital interactive media -- Using out-of-home, exhibitive and supplementary media -- 5. Integrating advertising: Relationship building: public relations, sponsorship and corporate advertising --
653			_aAdvertising
700			_qWeigold, Michael F.
700			_qArens, Christian
942			_2lcc _cBK
999			_c8290 _d15790