Contemporary advertising:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Burr Ridge, Ill.
Irwin
1994
|
| Ausgabe: | 5. ed. |
| Schriftenreihe: | The Irwin series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXX, 573 S. Ill. |
| ISBN: | 025613412X |
Internformat
MARC
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| 100 | 1 | |a Arens, William F. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Contemporary advertising |c William F. Arens ; Courtland L. Bovée |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Burr Ridge, Ill. |b Irwin |c 1994 | |
| 300 | |a XXX, 573 S. |b Ill. | ||
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| 337 | |b n |2 rdamedia | ||
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| 490 | 0 | |a The Irwin series in marketing | |
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Datensatz im Suchindex
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|---|---|
| adam_text | ? Contents in Brief
P A R T ?
Advertising Perspectives 2
1 The Dimensions of Advertising 4
2 The Social, Ethical, and Regulatory Aspects of Advertising 36
3 The Advertising Business: Agencies and Clients 68
PART*
Developing Marketing and Advertising Strategies 100
4 The Importance of Marketing and Consumer Behavior to
Advertising 102
5 Market Segmentation and the Marketing Mix: Matching Products
to Markets 136
6 Marketing and Advertising Research: Inputs to the Planning
Process 172
7 Marketing and Advertising Planning 202
P A R T W
Creating Advertisements and Commercials 232
8 Creative Copywriting 234
9 Creative Art Direction 276
10 Creative Production: Print Media 308
11 Creative Production: Electronic Media 336
P A R T W
Advertising Media 362
12 Media Planning and Selection 364
13 Print Media 394
14 Electronic Media 426
15 Direct Mail, Outdoor, Transit, and Supplementary Media 456
P A R T V
Integrated Marketing Communications 486
16 IMC: Direct Marketing and Sales Promotion 488
17 IMC: Public Relations and Corporate Advertising 518
18 Integrated Marketing Communications for Local and Noncommercial
Advertisers 540
Appendix A: Marketing Plan Outline A
Appendix B: Advertising Plan Outline B
Appendix C: Career Planning in Advertising C
Glossary G l
Notes N l
Credits and Acknowledgments CA 1
Name, Company, and Brand Index NI 1
Subject Index SI 1
? Contents
P A R T 4
Advertising Perspectives 2
1 The Dimensions Of Advertising 4
Advertising Defined 5
Classifications of Advertising 8
By Target Audience 9 By Geographic Area 10 By Medium 10
By Purpose 11
Technology and the Evolution of Advertising 13
The Impact of Printing 14 The Impact of the Industrial Revolu¬
tion 14 The Communications Revolution 15 The Dawning of
Responsibility 15 The Rise of Broadcast Advertising 16
The Development of Modern Advertising in North America 17
The Positioning Era 17 The Me Decade 18 The Age of
Marketing Warfare 20 Looking toward the 21st Century—The
Information Age 21
Growth and Status of International Advertising 21
Functions and Effects of Advertising 22
The Economic Impact of Advertising 28
Effect on the Value of Products 29 Effect on Prices 31 Effect on
Competition 31 Effect on Consumer Demand 32 Effect on Con¬
sumer Choice 32 Effect on the Business Cycle 33
Economic Impact of Advertising in Perspective: The Abundance
Principle 33
Ad Lab 1 A: It Had to Be Good to Get Where It Is! 6
Ethical Dilemma: Truth in Advertising: Is It Puffed Up or Overblown? 18
Coca Cola Illustrates the History of Modern Advertising 24
2 The Social, Ethical, and Regulatory Aspects of
Advertising 36
The Social Impact of Advertising 37
Social Criticisms 37 Social Benefits 42
Advertising Ethics and Social Responsibility 43
Advertising Ethics 44 Advertisers Social Responsibility 44
Federal Regulation of Advertising 45
Contents
The U.S. Federal Trade Commission 46 Food and Drug Adminis¬
tration 50 Federal Communications Commission and the
CRTC 51 Patent and Trademark Office and Canadian Trade
Marks Office 51 Library of Congress and the Canadian Copyright
Office 52
State, Provincial, and Local Regulation 53
State Governments also Regulate Truth in Advertising 53 Regula¬
tion by Provincial Government 54 Local Governments Regulate
Local Business 54
Recent Court Rulings Affecting Advertisers 55
First Amendment Rights 55 Privacy Rights 56 Comparative
Advertising 56
Governmental Restraints on International Advertisers 57
Nongovernment Regulation 58
The Better Business Bureau (BBB) 58 National Advertising Review
Council 59 The Canadian Advertising Foundation (CFA) 60 Reg¬
ulation by the Media 62 Regulation by Consumer Groups 64 Self
Regulation by Advertisers 65 Self Regulation by Ad Agencies and
Associations 65
Ad Lab 2 A: Unfair and Deceptive Practices in Advertising 43
Ad Lab 2 B: Advertising to Children: What You Can and Can t Do 59
Ad Lab 2 C: The Issue of Issue Ads 63
The Advertising Business: Agencies and Clients 68
The Advertising Industry 70
The Organizations in Advertising 70 The People in
Advertising 70
What Advertising People Do: Fundamental Tasks 71
Administration 71 Planning 71 Budgeting 71 Coordina¬
tion 71 Creating Ads 72
The Advertising Agency 73
The Role of the Advertising Agency 73 Types of Agencies 73
What Agency People Do 77 How Agencies Are Structured 82 How
Agencies Make Money 84 How Agencies Get Clients 85
The Advertisers (Clients) 87
Large Advertisers 87 Small Advertisers 92
Managing International Advertising 92
Worldwide Marketing Structures 93 Selecting an Agency for Inter¬
national Advertising 94
The Client Agency Relationship 96
Stages in the Client Agency Relationship 96 Factors Affecting the
Client Agency Relationship 98
Checklist: Agency Review 97
Checklist: Ways to Be a Better Client 98
Ethical Dilemma: The Conflict over Client Agency Conflicts 90
Ad Lab 3 A: How Big Is the Agency Business 74
Ad Lab 3 B: The Challenge of the 90s: To Specialize or Aggregate? 78
PARTS
Developing Marketing and Advertising Strategies 100
4 The Importance of Marketing and Consumer Behavior
to Advertising 102
The Importance of Marketing to Advertising People 104
What Is Marketing? 105
Needs and Utility 105 Perception, Exchanges, and Satisfaction 106
The Evolution of Marketing Theory 108 The Marketing Exchange
Cycle 109 The Key Participants in the Marketing Process 109
How Advertisers Reach the Market 111
The Art and Science of Advertising 112 The Marketing Communi¬
cation Process 112
The Importance of Knowing the Consumer 114
Consumer Behavior from the Advertising Perspective 114 Personal
Processes in Consumer Behavior 115 Interpersonal Influences on
Consumer Behavior 125 Nonpersonal Influences on Consumer
Behavior 130 The Purchase Decision and Postpurchase
Evaluation 132
Ad Lab 4 A: Understanding Needs and Utility 106
Ad Lab 4 B: Positioning Strategy—Or How to Penetrate the Perceptual
Screens 121
Ad Lab 4 C: Subliminal Manipulation: Fact or Fantasy 126
Ad Lab 4 D: Applying Consumer Behavior Principles to Ad Making 134
5 Market Segmentation and the Marketing Mix: Matching
Products to Markets 136
The Majority Fallacy 138
The Product Marketing Process 138
The Market Segmentation Process 139
Identifying Consumer Market Segments: Finding the Right
Niche 139 Identifying Business Market Segments 146 Aggregating
Market Segments 148
The Target Marketing Process 151
Target Market Selection 151 The Marketing Mix: Matching Products
to Markets 151
Advertising and the Product Element 152
Contents xxm
Product Life Cycle 153 Product Classifications 155 Product
Positioning 157 Product Differentiation 157 Product
Branding 158 Product Packaging 159
Advertising and the Price Element 162
Key Factors Influencing Price 162 The Impact of Pricing Strategies
on Advertising 164
Advertising and the Place Element 164
Direct Distribution 164 Indirect Distribution 165 Vertical Mar¬
keting Systems—The Growth of Franchising 166
Advertising and the Promotion Element 168
Personal Selling 168 Advertising 168 Direct Marketing 169 Pub¬
lic Relations 170 Sales Promotion 170 Collateral Materials 170
The Marketing Mix in Perspective 170
Ethical Dilemma: Warning: Market Segmentation May Be Hazardous to Your
Business 142
Ad Lab 5 A: Marketing Reebok: The Product Element and the Market
Today 152
Checklist: Strategies for Setting Prices 164
Ad Lab 5 B: Marketing Reebok: The Price Element and the Market 165
Ad Lab 5 C: Marketing Reebok: Deciding on the Promotion Element 169
6 Marketing and Advertising Research: Inputs to the
Planning Process 172
The Need for Research in Marketing and Advertising 174
Marketing Research 175 Advertising Research 175
Steps in the Research Process 175
Analyzing the Situation and Defining the Problem 175 Conducting
Informal (Exploratory) Research 176 Establishing Research Objec¬
tives 179 Conducting Formal Research 180 Interpreting and
Reporting the Findings 183
Considerations in Conducting Formal Quantitative Research 184
Validity and Reliability 184 Sampling Theories 184 How Ques¬
tionnaires Are Designed 186 Data Tabulation and Analysis 188
Collecting Primary Data in International Markets 188
Applying Research to Marketing and Advertising Strategy 189
Developing Marketing Strategy 189 Developing Advertising
Strategy 190 Creative Concept Testing 192 Testing and
Evaluating Advertising 193
Ad Lab 6 A: Using Marketing Research for New Product Development 178
Ad Lab 6 B: How Does Sampling Work? 185
Checklist: Developing an Effective Questionnaire 186
Checklist: Methods for Pretesting Advertisements 196
Checklist: Methods for Posttesting Advertisements 198
7 Marketing and Advertising Planning 202
The Marketing Plan 204
What Is a Marketing Plan 205 Effect of the Marketing Plan on
Advertising 205 Elements of the Marketing Plan 206
The Advertising Plan 213
Review of the Marketing Plan 213 Setting Advertising
Objectives 213 The Inverted Pyramid: Satisfied Customers Build
Brands 215 Advertising Strategy and the Creative Mix 216
Bottom Up Marketing: How Small Companies Plan 219
The Tactic: A Singular, Competitive Mental Angle 220 The Secret to
Successful Planning 224
Allocating Funds for Advertising 224
Advertising Is an Investment in Future Sales 225 Methods of
Allocating Funds 227 The Bottom line 230
Checklist: Situation Analysis 207
Ad Lab 7 A: The Era of Marketing Warfare 210
Ad Lab 7 B: Maximarketing: How Small Advertisers Build the Inverted
Pyramid 216
Checklist: Developing Advertising Objectives 217
Ad Lab 7 C: Creative Use of the Creative Mix 221
Ad Lab 7 D: How Economists View the Effect of Advertising on Sales 226
Checklist: Ways to Set Advertising Budgets 228
P A R T Hi
Creating Advertisements and Commercials 232
8 Creative Copywriting 234
Copywriting and Formulating Advertising Strategy 235
Elements of Message Strategy 237 Writing the Copy Platform 239
The Encoding Process 240
Conceptualization: Developing the Big Idea 241 Choosing How to
Convey the Big Idea 244
The Copywriter s Pyramid: A Guide to Formulating Copy 244
Attention 245 Interest 246 Credibility 247 Desire 247
Action 248
How Copywriters Utilize Formats 248
Headlines 248 Subheads 253 Body Copy 254 Boxes and
Panels 259 Slogans 263 Seals, Logotypes, and Signatures 263
Developing Scripts for Electronic Media 263
Writing Copy for International Markets 269
Foreign Audiences May Have Different Purchasing Habits 269
Consumer Motives and Appeals 269 The Question of Language
and Campaign Transfer 270 Legal Restraints on International
Advertisers 272
Contents xxv
The Copywriting Process 272
Tools of the Trade 272 The Approval Process 273
Checklist: Product Marketing Facts for Copywriters 240
Ethical Dilemma: When Advertisers Dare to Compare 246
Ad Lab 8 A: Applying the Copywriter s Pyramid to Print Advertising 249
Checklist: Writing Effective Copy 255
Checklist: Common Pitfalls in Writing Copy 258
Copywriter s Portfolio 260
Ad Lab 8 B: Creating Names for Products 264
Checklist: Creating Effective Radio Commercials 266
9 Creative Art Direction 276
What Is Art? 278
The Role of Art in Creating Print Advertising 278
Designing the Print Ad 279 The Use of Layouts 279 The Advertis¬
ing Design Process 282 Which Design Format Works Best? 285
The Advertising Visual 286
The Role of Art in Package Design 295
Packaging Forms and Materials 296 Packaging Specialists 296
When Should a Package Be Changed? 297
The Role of Art in Radio and Television Advertising 297
Developing the Artistic Concept for Commercials 297 Formats for
Radio and Television Commercials 299 Basic Mechanics of
Storyboard Development 304
The Role of Art Direction in Perspective 306
Checklist: Artistic Principles 280
Ad Lab 9~A: The Role of the Advertising Artist 282
Ad Lab 9 B: Techniques for Creating Advertising Visuals 288
Ad Lab 9 C: The Psychological Impact of Color 291
Art Director s Portfolio 292
Ad Lab 9 D: Creative Ways to Sell on Radio 301
Ethical Dilemma: Imitation or Plagiarism: What s the Difference? 302
10 Creative Production: Print Media 308
The Production Process 310
Role of the Production Manager 310 Impact of Computers on Print
Production 311
Planning Print Production 313
Typography 314
Type Selection 314 Copy Casting and Type Specification 318
Typesetting Methods 320
The Printing Process 320
Preparing Materials for the Press (Prepress) 320 Thinking like a
Printer 322 Methods of Printing 323 Printing in Color 326
Selecting Papers for Printing 328 Preparing Materials for
Print Media 334
Ad Lab 10 A: The Characteristics of Type 316
Creative Department: From Concept through Production of a Print Ad 328
11 Creative Production: Electronic Media 336
The Value of Talent in Producing Commercials 337
The Radio Production Process 338
Preproduction 338 Production: Cutting the Spot 339 Postproduc
tion: Finishing the Spot 341
Producing Television Commercials 341
Techniques for Producing Television Commercials 343 The Televi¬
sion Production Process 345 The Film versus Tape Debate 355
Costs 360
Checklist: Creating Effective TV Commercials 343
Ethical Dilemma: In Political Advertising, the Nays Have It 348
Creative Department: From Concept through Production of a Television
Commercial 356
P A R T W
Advertising Media 362
12 Media Planning and Selection 364
Media Planning: An Overview 366
The People Who Plan Media Strategy 366 The Challenge 366
The Role of Media in the Marketing Framework 369
Marketing Objectives and Strategy 369 Advertising Objectives and
Strategy 371
Defining Media Objectives 371
Audience Objectives 371 Message Distribution Objectives 372
Developing a Media Strategy: The Media Mix 374
Elements of the Media Mix 374 Influencing Factors in Media Strat¬
egy Decisions 3 75 Scope of the Media Plan 3 76 Gauging the
Sales Potential of Different Markets 3 76 Competitive Strategy and
Budget Considerations 378 Media Availability and Economics: The
Global Marketer s Headache 3 78 Nature of the Medium and Mood
of the Message 379 Message Size, Length, and Position Considera¬
tions 379 Consumer Purchase Patterns 382 Stating the Media
Strategy 382
Contents xxvn
Media Tactics: Selecting and Scheduling Media Vehicles 382
Criteria for Selecting Individual Media Vehicles 382 Economics of
Foreign Media 388 The Synergy of Mixed Media 388 Methods for
Scheduling Media 390 The Use of Computers in Media Selection
and Scheduling 391
Ad Lab 12 A: Off the Wall Media That Pull Customers off the Fence 368
Checklist: International Media Planning 380
Ad Lab 12 B: Media Selection: As the Creative Person Sees It 383
13 Print Media 394
Using Magazines in the Creative Mix 396
Special Possibilities with Magazines 396 How Magazines Are
Categorized 399
How to Buy Magazine Space 404
Understanding Magazine Circulation 404 Reading Rate Cards 406
Using Newspapers in the Creative Mix 409
The Pros and Cons of Newspaper Advertising 410 Who Uses News¬
papers? 410 How Newspapers Are Categorized 412 Types of
Newspaper Advertising 414
How to Buy Newspaper Space 416
Understanding Readership and Circulation 416 Co op Inser¬
tions 420 Insertion Orders and Tear Sheets 420
Print: A Worldwide Medium 421
Sources of Print Media Information 423
Checklist: The Pros and Cons of Magazine Advertising 397
Ad Lab 13 A: Magazines and the Creative Mix 398
Portfolio of Award Winning Magazine Advertisements 400
Ad Lab 13 B: Innovations in Magazine Advertising 408
Checklist: The Pros and Cons of Newspaper Advertising 410
Ad Lab 3 C: Newspapers and the Creative Mix 411
Checklist: What Works Best in Print 422
14 Electronic Media 426
The Medium of Television 428
Broadcast TV 428 Cable TV 429 Television Audience
Trends 429 Types of Television Advertising 433
Television Audience Measurement 438
Rating Services: The Book 438 Cable Ratings 440 Defining Tele¬
vision Markets 440 Dayparts 440 Audience Measures 441 Gross
Rating Points 442
Buying Television Time 442
f
Requesting Avails 443 Selecting Programs for Buys 443 Negotiat¬
ing Prices and Contracts 443 Buying Cable Time 444
Other Forms of Television 445
Advertising on Videocassette Rentals 445
The Medium of Radio 445
Who Uses Radio? 446 Radio Programming and Audiences 446
Buying Radio Time 449
Types of Radio Advertising 449 Radio Terminology 450
Preparing a Radio Schedule 453
Checklist: The Pros and Cons of Broadcast Television Advertising 431
Checklist: The Pros and Cons of Cable Television Advertising 434
Ethical Dilemma: Children s Television Advertising: The Medium and the
Message 436
Ad Lab 14 A: Where Do Those Infamous TV Ratings Come From? 439
Ad Lab 14 B: The Eye versus the Ear 447
Checklist: The Pros and Cons of Radio Advertising 449
Ad Lab 14 C: The Reports That Make or Break Radio 451
15 Direct Mail, Outdoor, Transit, and Supplementary
Media 456
Direct Mail Advertising 458
The Confusion Surrounding Direct Mail Advertising 458 Growth of
Direct Mail 459 Types of Direct Mail Advertising 460 Using
Direct Mail in the Media Mix 461 Buying Direct Mail
Advertising 462
Outdoor Advertising 465
Standardization of the Outdoor Advertising Business 469 Types of
Outdoor Advertising 470 Buying Outdoor Advertising 473
Regulation of Outdoor Advertising 475
Transit Advertising 475
Types of Transit Advertising 475 Buying Transit Advertising 477
Supplementary Media 479
Specialty Advertising 479 Trade Shows and Exhibitions 480
Directories and Yellow Pages 482 Emerging Media 482
Checklist: The Pros and Cons of Direct Mail Advertising 463
Portfolio of Outdoor Advertising: A 20th century Art Form 466
Checklist: The Pros and Cons of Outdoor Advertising 471
Ad Lab 15 A: How to Use Color in Outdoor Advertising 472
Checklist: The Pros and Cons of Transit Advertising 477
Contents xxix
P A R T ?
Integrated Marketing Communications 486
16 IMC: Direct Marketing, and Sales Promotion 488
Integrated Marketing Communications: The Concept and the
Process 490
The Change in Marketing Thinking 490 How the Consumer
Sees Marketing Communications 491 The Evolution of the IMC
Concept 491 The IMC Process 492 The IMC Approach to Market¬
ing and Advertising Planning 493 The Importance of IMC to the
Study of Advertising 495
The Role of Direct Marketing in the IMC Process 495
The Evolution of Direct Marketing 497 The Importance of Direct
Marketing 498 Drawbacks to Direct Marketing 499
Direct Marketing Strategies and Tactics 499
Direct Sales 499 Direct Response Advertising 500
The IMC Process: Sales Promotion 503
Benefits of Sales Promotion 503 Drawbacks of Sales
Promotion 504
Sales Promotion Strategies and Tactics 504
Trade Promotion: Push Strategy 504 Consumer Promotion: Pull
Strategy 509
Ad Lab 16 A: The 10 Commandments of Creative Promotion 505
Ad Lab 16 B: Smell: Powerful Armament in the Retailer s Arsenal 514
17 IMC: Public Relations and Corporate Advertising 518
The Role of Public Relations 520
The Difference between Advertising and Public Relations 520
Advertising and PR in the Eyes of Practitioners 521
The Public Relations Job 521
Crisis Communications 521 Other Public Relations
Activities 522 Public Relations Tools 527
Corporate Advertising 530
Public Relations Advertising 530 Corporate/Institutional
Advertising 531 Corporate Identity Advertising 536 Recruitment
Advertising 538
Ethical Dilemma: When Is Advertising Not Really Advertising? 524
Contents
Checklist: Writing News Releases 529
Portfolio of Corporate Advertising 532
Ad Lab 17 A: David Ogilvy Talks about Corporate Advertising 537
18 Integrated Marketing Communications for Local and Non¬
commercial Advertisers 540
Local Advertising: Where the Action Is 542
Types of Local Advertisers 542 The Difference between National
and Local Advertising 543
Local Advertisers: The Original Integrators 544
Planning the Advertising Effort 544
Analyzing the Local Market and Competitive Situation 545
Conducting Adequate Research 546 Determining Objectives and
Strategy 548 Establishing the Budget 551 Selecting Local Adver¬
tising Media 552
Creating Local Advertising 559
Types of Local Advertising 559 Creating the Message 562 Seeking
Creative Assistance 562
Noncommercial Advertising 566
Examples of Noncommercial Advertising 566 Types of Noncommer¬
cial Advertising 567 The Advertising Council 571
Checklist: Local Advertising Objectives 548
Ad Lab 18 A: Mistakes Commonly Made by Local Advertisers 550
Checklist: Setting Local Advertising Budgets 553
Checklist: Creating Local Advertising 560
Ad Lab 18 B: The Co op Battleground 566
Appendix A Marketing Plan Outline A
Appendix B Advertising Plan Outline B
Appendix C Career Planning in Advertising C
Glossary G l
Notes N l
Credits and Acknowledgments CA 1
Name, Company, and Brand Index NI 1
Subject Index SI 1
|
| any_adam_object | 1 |
| author | Arens, William F. Bovée, Courtland L. |
| author_facet | Arens, William F. Bovée, Courtland L. |
| author_role | aut aut |
| author_sort | Arens, William F. |
| author_variant | w f a wf wfa c l b cl clb |
| building | Verbundindex |
| bvnumber | BV010514406 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5821 |
| callnumber-raw | HF5821 |
| callnumber-search | HF5821 |
| callnumber-sort | HF 45821 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)28634633 (DE-599)BVBBV010514406 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV010514406 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:54:17Z |
| institution | BVB |
| isbn | 025613412X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007008166 |
| oclc_num | 28634633 |
| open_access_boolean | |
| owner | DE-859 |
| owner_facet | DE-859 |
| physical | XXX, 573 S. Ill. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Irwin |
| record_format | marc |
| series2 | The Irwin series in marketing |
| spelling | Arens, William F. Verfasser aut Contemporary advertising William F. Arens ; Courtland L. Bovée 5. ed. Burr Ridge, Ill. Irwin 1994 XXX, 573 S. Ill. txt rdacontent n rdamedia nc rdacarrier The Irwin series in marketing Publicité Reclame gtt Advertising Werbung (DE-588)4065541-6 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Werbung (DE-588)4065541-6 s DE-604 Bovée, Courtland L. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007008166&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Arens, William F. Bovée, Courtland L. Contemporary advertising Publicité Reclame gtt Advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4151278-9 |
| title | Contemporary advertising |
| title_auth | Contemporary advertising |
| title_exact_search | Contemporary advertising |
| title_full | Contemporary advertising William F. Arens ; Courtland L. Bovée |
| title_fullStr | Contemporary advertising William F. Arens ; Courtland L. Bovée |
| title_full_unstemmed | Contemporary advertising William F. Arens ; Courtland L. Bovée |
| title_short | Contemporary advertising |
| title_sort | contemporary advertising |
| topic | Publicité Reclame gtt Advertising Werbung (DE-588)4065541-6 gnd |
| topic_facet | Publicité Reclame Advertising Werbung Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007008166&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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