Advertising Table of contents Part 1 Advertising perspectives: the dimensions of advertising; the social, legal and ethical aspects of advertising; the advertising business - agencies, clients, media and suppliers. Part 2 Crafting marketing and advertising strategies; marketing and consumer behaviour - the foundations of advertising; using marketing and advertising research - inputs to the planning process; marketing and advertising planning - top-down, bottom-up and IMC; planning media strategy - finding links to the market. Part 3 Creating advertisements and commercials: creative strategy and the creative process; creative execution - art and copy; producing ads for print, electronic and digital media. Part 4 Buying media space and time: buying print media; buying electronic and digital interactive media; buying out-of-home, exhibitive and supplementary media. Part 5 Building relationships through integrated marketing communications IMC : relationship building - IMC, direct marketing, direct mail and sales promotion; relationship building - local and noncommercial advertising. Reference library: marketing plan outline; advertising plan outline; complete advertising campaign - Mountain Dew; career planning in advertising.
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Advanced Book Search Browse by Subject. Please enter recipient e-mail address es. Arens Snippet view — You already recently rated this item. Unfair and Deceptive Practices in Advertising You may have already requested this item. Please enter the message. Notes Includes bibliographical references and indexes. Contemporary Advertising Showing best matches Show all copies. Some features of WorldCat will not be available. Language English View all editions Prev Next edition 2 of 5.
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Allow this favorite library to be seen by others Keep this favorite library private. Contemporary Advertising William F. However, formatting rules can vary widely between applications and fields of interest or study. You may send this item to up to five recipients. Courtland Lowell BoveeWilliam F. What makes Biblio different? Contemporary Advertising Bovee, Courtland L. The E-mail message field is required. Read, highlight, and take notes, across web, tablet, and phone. Ex-library with the usual stamps.
The E-mail Address es field is required. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.
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Courtland L Bovee William F Arens
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