Essentials of Contemporary Advertising William Arens

Name: Essentials of Contemporary Advertising von William Arens
SKU: 9780071287579
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Essentials of Contemporary Advertising William Arens

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Zusammenfassung

Exploring the core principles that drive advertising, this book aims to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life.

Essentials of Contemporary Advertising Zusammenfassung

Essentials of Contemporary Advertising William Arens

Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

Inhaltsverzeichnis

Part One An Introduction to Advertising
1 Advertising Yesterday, Today and Tomorrow
2 The Economic, Social, and Regulatory Aspects of Advertising
3 Business of Advertising

Part Two Understanding the Target Audience
4 Segmentation, Targeting, and the Marketing Mix
5 Communication and Consumer Behavior

Part Three The Planning Process
6 Account Planning and Research
7 Developing Marketing and Advertising Plans

Part Four The Creative Process
8 Creative Strategy and the Creative Process
9 Creative Execution: Art and Copy
10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience

11 Print Advertising
12 Electronic Media: Television and Radio
13 Digital Interactive Media and Direct Mail
14 Out-of-Home, Direct-Mail and Specialty Advertising

Part Six Integrating Marketing Communications Elements
15 Media Planning and Buying
16 IMC: Direct Marketing, Personal Selling and Sales Promotion
17 IMC: Public Relations, Sponsorship, and Corporate Advertising

Zusätzliche Informationen

Sku

GOR006719297

ISBN 13

9780071287579

ISBN 10

0071287574

Titel

Essentials of Contemporary Advertising William Arens

Autor

William Arens

Zustand

Gebraucht - Gut

Bindung

Broschiert

Verlag

McGraw-Hill Education - Europe

Datum

20080516

Anzahl der Seiten

608

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.