Pub. Date:
McGraw-Hill Higher Education
Contemporary Advertising

Contemporary Advertising

by William F. Arens
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Product Details

ISBN-13: 9780071220606
Publisher: McGraw-Hill Higher Education
Publication date: 02/28/2010

Table of Contents

Part I: Advertising Perspectives
Chapter 1 The Dimensions of Advertising
Chapter 2 Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Scope of Advertising: From Local to Global
Part II: Crafting Marketing and Advertising Strategies
Chapter 4 Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Chapter 6 Information Gathering: Inputs to Advertising Planning
Chapter 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Chapter 8 Planning Media Strategy: Finding Links to the Market
Part III: Integrating Advertising With Other Elements of the Communications Mix
Chapter 9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Part IV: Creating Advertisements and Commercials
Chapter 11 Creative Strategy and the Creative Process
(and more...)

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