عنوان

Advertising /

1259815943

1259900142

9781259815942

9781259900143

Advertising /

[Book]

Michael F. Weigold, William F. Arens.

Third edition.

New York, NY :

McGraw-Hill Education,

[2018]

©2018

xiii, 459 pages :

color illustrations, color maps ;

28 cm

Revised edition of M : advertising, 2015.

Includes bibliographical references (page 414-429) and index.

An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Understanding the target audience -- Targeting and the marketing mix -- Communication and consumer behavior -- The planning process -- Account planning and research -- Marketing, advertising, and IMC planning -- The creative process -- Creating ads : strategy and process -- Creative execution: art and copy -- Reaching the target audience -- Print advertising -- Broadcast, cable, digital, and satellite media : television and radio -- Digital interactive media -- Out-of-home, direct-mail, and promotional products -- Integrating marketing communications elements -- Media planning and buying -- IMC: direct marketing, personal selling, packaging, and sales promotion -- IMC: public relations, sponsorship, and corporate advertising -- Endnotes -- Index.

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M :

advertising

Advertising.

Advertising.

Weigold, Michael F.,1958-

Arens, William F.

20200822165639.0

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[Book]

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