000			02186nam a2200253Ia 4500
003			NULRC
005			20250520100712.0
008			250520s9999 xx 000 0 und d
020			_a9780078028960
040			_cNULRC
050			_aHF 5821 .A74 2015
100			_aArens, William F. _eauthor
245		0	_aAdvertising / _cWilliam F. Arens, David H. Schaefer and Michael F. Weigold
250			_a2nd Edition
260			_aNew York, NY : _bMcGraw Hill Education, _cc2015
300			_axvi, 463 pages : _billustrations ; _c28 cm.
365			_bUSD69.26
504			_aIncludes index.
505			_aPart 1: An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Part 2: Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Part 3: The planning process -- Account planning and research -- Marketing, advertising and IMC planning -- Part 4: The creative process -- Creating ads : strategy and process -- Creative execution : art and copy -- Part 5: Reaching the target audience -- Print advertising -- Broadcast, cable and satellite media ; Television and Radio -- Digital interactive media -- Out-of-home, direct mail, and promotional products -- Part 6: Integrating marketing communications elements -- Media planning and buying -- IMC : direct marketing, personal selling, packaging, and sales promotion -- IMC : public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in Connect and through Create)
520			_aM: Advertising 2e was created with students' and professors' needs in mind. It 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.
650			_aADVERTISING
700			_aSchaefer, David H.;Weigold, Michael F. _eco-author;co-author
942			_2lcc _cBK
999			_c11878 _d11878