000			02351cam a2200397 i 4500
001			16520501
003			OSt
005			20220922105536.0
008			101027s2012 nyua b 001 0 eng
010			_a 2010940142
020			_a9780078028915 (pbk.) acidfree paper
020			_a0078028914 (pbk.) acidfree paper
035			_a(OCoLC)ocn741761082
040			_aVVX _cLC _dBTCTA _dDLC _erda
042			_alccopycat
050	0	0	_aHF5821.A68
100	1		_aArens, William F. _9405
245	1	0	_aAdvertising. / _cWilliam F. Arens, David H. Schaefer, Michael Weigold.
246	1	4	_aM: advertising
264		1	_aNew York: _bMcGraw-Hill Irwin, _c2012.
300			_axiii, 498 p. : _bcolor illustrations ; _c28 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 458-473) and indexes.
505			_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 --
650		0	_aAdvertising. _93
700	1		_aSchaefer, David H. _9406
700	1		_aWeigold, Michael F., _9407
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy1205/2010940142-d.html
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy1205/2010940142-t.html
906			_a7 _bcbc _ccopycat _d3 _encip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c9086 _d16586