000			02958nam a22002777a 4500
003			OSt
005			20231007015934.0
008			210201b ||||| |||| 00| 0 eng d
020			_a9780071115377
040			_aCvSU-CCAT Campus Library. _bEnglish _cCvSU-CCAT Campus Library _erda.
050			_aCIR HF 5821 _bA74c 2006
082			_a659.1 _bAr33c 2006 _220
100			_aArens, William F., author. _91542
245			_aContemporary advertising / _cWilliam F. Arens.
250			_aTenth edition.
260			_aBoston, Mass. : _bMcGraw-Hill, _cc2006.
300			_axl, 614 [80] p. ; _bcolor illustrations ; _c28 cm.
490			_aMcGraw-Hill/Irwin series in marketing
504			_aIncludes bibliographical references and index.
505			_aPart I: Advertising Perspectives Chapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of Advertising Chapter 4 The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising Strategies Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part III: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part IV: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part V: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
520			_aContemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
546			_aIn English text
650			_aAdvertising. _9187
942			_cBK _eTenth edition. _hHF 5821 A74c 2006 _kCIR _2lcc
999			_c508 _d508