Essentials of Contemporary Advertising

Essentials of Contemporary Advertising

William F. Arens McGraw-Hill/Irwin 2nd Edition ISBN: 9780073380971 E-ISBN: 9780077299682
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Table of Contents

  • Front Matter
  • chapter one: Advertising Yesterday, Today, and Tomorrow
  • chapter two: The Economic, Social, and Regulatory Aspects of Advertising
  • chapter three: The Business of Advertising
  • chapter four: Segmentation, Targeting, and the Marketing Mix
  • chapter five: Communication and Consumer Behavior
  • chapter six: Account Planning and Research
  • chapter seven: Developing Marketing and Advertising Plans
  • chapter eight: Creative Strategy and the Creative Process
  • chapter nine: Creative Execution: Art and Copy
  • chapter ten: Producing Ads for Print, Electronic, and Digital Media
  • chapter eleven: Print Advertising
  • chapter twelve: Electronic Media: Television and Radio
  • chapter thirteen: Digital Interactive Media
  • chapter fourteen: Out-of-Home, Direct-Mail, and Specialty Advertising
  • chapter fifteen: Media Planning and Buying
  • chapter sixteen: IMC: Direct Marketing, Personal Selling, and Sales Promotion
  • chapter seventeen: IMC: Public Relations, Sponsorship, and Corporate Advertising
  • Glossary
  • Endnotes
  • Credits and Acknowledgments
  • Name Index
  • Company Index
  • Subject Index

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