Contemporary Advertising, 10th Edition

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9780070667662: Contemporary Advertising, 10th Edition
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Contemporary Advertising, 10th Edition (Paperback), William Arens ISBN: 0070667667 Title: Contemporary Advertising, 10th Edition (Paperback), William Arens Binding: Paperback Publication date: 2006

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William Ahrens
Published by Tata McGraw-Hill Education Pvt. Ltd. (2007)
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Book Description Tata McGraw-Hill Education Pvt. Ltd., 2007. Softcover. Condition: New. 5th or later edition. Table of contents PART 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 Printed Pages: 740. Seller Inventory # 16910

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Book Description Condition: New. This is Brand NEW. Seller Inventory # UDH-06102018-2495

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Book Description Tata Mcgraw Hill Education, 2006. Condition: New. book. Seller Inventory # M0070667667

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