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Advertising / William F. Arens, David H. Schaefer, Michael Weigold.

By: Arens, William F.
Contributor(s): Schaefer, David H | Weigold, Michael F, 1958-.
Material type: materialTypeLabelBookCall no.: HF5823 .A74 2015Publication: New York, N.Y. : McGraw-Hill, c2015Edition: 2nd ed.Description: xvi, 463 p. : ill. (chiefly col.).ISBN: 0078028965; 9780078028960.Other title: M: advertising [Cover title].Subject(s): Advertising
Contents:
Part 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 ; 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).
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Book Book Faculty of Journalism and Mass Communication Library
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General Books HF5823 .A74 2015 (See Similar Items) Available 31379014496724
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Part 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 ; 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).

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