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Table of content: part one: AN INTRODUCTION TO ADVERTISING
1 The Evolution of Advertising
2 The Environment of Advertising
3 The Business of Advertising
part two: UNDERSTANDING THE TARGET AUDIENCE
4 Targeting and the Marketing Mix
5 Communication and Consumer Behavior
part three: THE PLANNING PROCESS
6 Account Planning and Research
7 Marketing, Advertising, and IMC Planning
part four: THE CREATIVE PROCESS
8 Creating Ads: Strategy and Process
9 Creative Execution: Art and Copy
part five: REACHING THE TARGET AUDIENCE
10 Print Advertising
11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio
12 Digital Interactive Media
13 Out-of-Home, Direct-Mail, and Promotional Products
part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
16 IMC: Public Relations, Sponsorship, and Corporate Advertising
Product details: Language: English
ISBN-10: 1259815943
ISBN-13: 978-1259815942
ISBN-13: 9781259815942
Author: David H Schaefer ,Michael F. Weigold, William F. Arens
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