Contemporary Advertising 13/e (絕)
- 20本以上，享 8.5折
售價
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洽詢
- 一般書籍
- ISBN：9780071220606
- 作者：William F Arens
- 版次：13
- 年份：2011
- 出版商：McGraw-Hill
目錄
Table of Contents
Part One Advertising Perspectives
1. What is Advertising Today?
2. The Big Picture: The Evolution of Advertising
3. The Big Picture: Economic and Regulatory Aspects
4. The Scope of Advertising: From Local to Global
Part Two Crafting Marketing and Advertising Strategies
5. Marketing and Consumer Behavior: The Foundations of Advertising
6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
7. Research: Gathering Information for Advertising Planning
8. Marketing and Advertising Planning
9. Planning Media Strategy: Finding Links to the Market
Part Three Creating Advertisements and Commercials
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Producing Ads for Print, Electronic, and Digital Media
Part Four Using Advertising Media
13. Using PriMedia
14. Using Electronic Media: Television and Radio
15. Using Digital Interactive Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
Part Five Integrating Advertising
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate
Part One Advertising Perspectives
1. What is Advertising Today?
2. The Big Picture: The Evolution of Advertising
3. The Big Picture: Economic and Regulatory Aspects
4. The Scope of Advertising: From Local to Global
Part Two Crafting Marketing and Advertising Strategies
5. Marketing and Consumer Behavior: The Foundations of Advertising
6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
7. Research: Gathering Information for Advertising Planning
8. Marketing and Advertising Planning
9. Planning Media Strategy: Finding Links to the Market
Part Three Creating Advertisements and Commercials
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Producing Ads for Print, Electronic, and Digital Media
Part Four Using Advertising Media
13. Using PriMedia
14. Using Electronic Media: Television and Radio
15. Using Digital Interactive Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
Part Five Integrating Advertising
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate
