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00000cam a2200000 7i4500 |
| 001 |
0000054749 |
| 005 |
20081218093000.0 |
| 008 |
080518s2008 mau eng |
| 020 |
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|a 0071101055
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| 020 |
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|a 9780071101059
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| 090 |
0 |
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|a HF5821
|b .B62 2008
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| 100 |
1 |
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|a Arens, William F. ,
|e author
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| 245 |
1 |
0 |
|a Contemporary advertising
|c William F. Arens, Michael F. Weigold, Christian Arens
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| 250 |
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|a 11th ed
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| 260 |
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|a Boston :
|b McGraw-Hill/Irwin ,
|c c2008
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| 300 |
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|a xl, 712 p. :
|b col. ill., col.map ;
|c 29 cm.
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| 504 |
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|a Includes bibliographical references (p. 653-672) and indexes
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| 505 |
0 |
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|a 1. What Is Advertising Today? -- 2. The Evolution of Advertising -- 3. The Economic, Social, and Regulatory Aspects of Advertising -- 4. The Scope of Advertising: From Local to Global -- 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: Top-Down, Bottom-Up, and IMC -- 9. Planning Media Strategy: Finding Links to the Market -- 10. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion -- 11. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising -- 12. Creative Strategy and the Creative Process -- 13. Creative Execution: Art and Copy -- 14. Producing Ads for Print, Electronic, and Digital Media -- 15. Using Print Media -- 16. Using Electronic Media: Television and Radio -- 17. Using Digital Interactive Media and Direct Mail -- 18. Using Out-of-Home, Exhibitive, and Supplementary Media
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| 650 |
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0 |
|a Advertising
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| 700 |
1 |
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|a Arens, Christian ,
|e author
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| 700 |
1 |
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|a Weigold, Michael F. ,
|d 1958- ,
|e author
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| 856 |
4 |
1 |
|3 Table of contents only
|u http://www.loc.gov/catdir/toc/ecip077/2006103506.html
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| 999 |
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|a 1000116253
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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| 999 |
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|a 1000116254
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
|