Articoli correlati a Essentials of Contemporary Advertising

Essentials of Contemporary Advertising - Brossura

Arens, William; Schaefer, David

 
9780071287579: Essentials of Contemporary Advertising
Brossura
ISBN 10: 0071287574 ISBN 13: 9780071287579
Casa editrice: McGraw-Hill Education / Europe, Middle East & Africa, 2008

Sinossi

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.

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Contenuti

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

Product Description

Book by Arens William F

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
McGraw-Hill Education / Europe, Middle East & Africa
Data di pubblicazione
2008
Lingua
Inglese
ISBN 10 
0071287574
ISBN 13 
9780071287579
Rilegatura
Copertina flessibile
Numero edizione
2
Numero di pagine
608
Contatto del produttore
non disponibile
Persona responsabile
Ufficio Anagrafiche Messaggerie
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ufficio.anagrafiche@meli.it

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