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Noteworthy Attributes and In-depth Info

• ISBN-10: 71284796

• ISBN-13: 9780071284790

• Authors: William F. Arens, Michael F. Weigold, Christian Arens

• Publisher: Irwin/McGraw-Hill

• Publication Date: 2009

• MSRP:

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Table of Contents Pt. 1 Advertising Perspectives 1 The Dimensions of Advertising 4 2 The Economic, Social, and Regulatory Aspects of Advertising 42 3 The Scope of Advertising: From Local to Global 80 Pt. 2 Crafting Marketing and Advertising …

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Table of Contents Pt. 1 Advertising Perspectives 1 The Dimensions of Advertising 4 2 The Economic, Social, and Regulatory Aspects of Advertising 42 3 The Scope of Advertising: From Local to Global 80 Pt. 2 Crafting Marketing and Advertising Strategies 4 Marketing and Consumer Behavior: The Foundations of Advertising 120 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 148 6 Information Gathering: Inputs to Advertising Planning 182 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 210 8 Planning Media Strategy: Finding Links to the Market 242 Pt. 3 Integrating Advertising with Other Elements of the Communications Mix 9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 278 10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 308 Pt. 4 Creating Advertisements and Commercials 11 Creative Strategy and the Creative Process 340 12 Creative Execution: Art and Copy 370 13 Producing Ads for Print, Electronic, and Digital Media 404 Pt. 5 Using Advertising Media 14 Using Print Media 442 15 Using Electronic Media: Television and Radio 472 16 Using Digital Interactive Media and Direct Mail 502 17 Using Out-of-Home, Exhibitive, and Supplementary Media 534 Epilogue: The Complete Campaign: Toyota Everyday 560 Advertising Resources Reference Library App. A Marketing Plan Outline App. B Advertising Plan Outline App. C Integrated Marketing Communications Plan Outline App. D Career Planning in Advertising App. E Industry Resources Important Terms End Notes Credits and Acknowledgments Name Index Company and Brand Index Subject Index.