Advertising / William F. Arens, David H. Schaefer, Michael Weigold.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- text
- unmediated
- volume
- 1292262060
- M: advertising [Cover title]
- 659.1
- HF5821 .A73 2019
Item type | Current library | Call number | Status | Date due | Barcode | |
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Kabarak, Main Campus | HF5821 .A73 2019 c.1 (Browse shelf(Opens below)) | Available | 032778 | ||
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Kabarak, Main Campus | HF5821 .A73 2019 c.2 (Browse shelf(Opens below)) | Available | 032780 | ||
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Kabarak, Nakuru City Campus | HF5821 .A73 2019 c.1 (Browse shelf(Opens below)) | Available | 032781 |
Browsing Kabarak, Nakuru City Campus shelves Close shelf browser (Hides shelf browser)
HF5718.5 .L49 2012 c. 1 Bids, tenders and proposals : | HF5719 .F67 2013 c.1 How to write reports and proposals | HF5721 .B87 2008 c. 1 Business communication : | HF5821 .A73 2019 c.1 Advertising / | HF5823 .B387 1995 c. 1 Introduction to advertising and promotion : | HF5823 .B45 2021 c.1 Advertising and promotion : an integrated marketing communications perspective / | HF5823 .L44 2007 c. 1 Principles of advertising : |
Includes bibliographical references (pages 418-432) and index.
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).
"M: Advertising 2e was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension."-- Provided by publisher.
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