Contemporary advertising:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston
McGraw-Hill Irwin
2009
|
| Ausgabe: | 12. ed., internat. student ed. |
| Schriftenreihe: | McGraw-Hill international edition
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 668-686) and indexes |
| Beschreibung: | xlii, 724 p. ill. (chiefly col.), maps 28 cm |
| ISBN: | 0071284796 9780071284790 |
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 ; Michael F. Weigold ; Christian Arens |
| 250 | |a 12. ed., internat. student ed. | ||
| 264 | 1 | |a Boston |b McGraw-Hill Irwin |c 2009 | |
| 300 | |a xlii, 724 p. |b ill. (chiefly col.), maps |c 28 cm | ||
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| 337 | |b n |2 rdamedia | ||
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| 700 | 1 | |a Arens, Christian |e Verfasser |4 aut | |
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Datensatz im Suchindex
| _version_ | 1804139931155562496 |
|---|---|
| adam_text | contents
in brief
Part One Advertising Perspectives
1.
What Is Advertising Today?
2
2.
The Evolution of Advertising,
28
3.
The Economic, Social, and Regulatory Aspects of Advertising,
56
4.
The Scope of Advertising: From Local to Global,
98
Part Two Crafting Marketing and Advertising Strategies
5.
Marketing and Consumer Behavior: The Foundations of Advertising,
138
6.
Market Segmentation and the Marketing Mix: Determinants of
Advertising Strategy,
170
7.
Research: Gathering Information for Advertising Planning,
210
8.
Marketing and Advertising Planning,
240
9.
Planning Media Strategy: Finding Links to the Market,
276
Part Three Creating Advertisements and Commercials
10.
Creative Strategy and the Creative Process,
314
11.
Creative Execution: Art and Copy,
348
12.
Producing Ads for Print, Electronic, and Digital Media,
384
Part Four Using Advertising Media
13.
Using Print Media,
424
14.
Using Electronic Media: Television and Radio,
454
15.
Using Digital Interactive Media,
486
16.
Using Out-of-Home, Exhibitive, and Supplementary Media,
520
Part Five Integrating Advertising
17.
Relationship Building: Direct Marketing, Personal Selling, and Sales
Promotion,
550
18.
Relationship Building: Public Relations, Sponsorship, and Corporate
Advertising,
588
Epilogue Repositioning a Brand,
620
Appendix A Marketing Plan Outline,
633
Appendix
В
Advertising Plan Outline,
639
Important Terms,
643
End Notes,
668
XXXI
|
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| author | Arens, William F. Weigold, Michael F. Arens, Christian |
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| callnumber-subject | HF - Commerce |
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| ctrlnum | (OCoLC)294887816 (DE-599)BVBBV035720348 |
| 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 | Allgemeines Wirtschaftswissenschaften |
| edition | 12. ed., internat. student ed. |
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| spelling | Arens, William F. Verfasser aut Contemporary advertising William F. Arens ; Michael F. Weigold ; Christian Arens 12. ed., internat. student ed. Boston McGraw-Hill Irwin 2009 xlii, 724 p. ill. (chiefly col.), maps 28 cm txt rdacontent n rdamedia nc rdacarrier McGraw-Hill international edition Includes bibliographical references (p. 668-686) and indexes 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 Weigold, Michael F. Verfasser (DE-588)170685780 aut Arens, Christian Verfasser aut Überarbeitung von 11. ed. 2008 978-0-07-110105-9 (DE-604)BV025452276 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017997154&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 |
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| title_full | Contemporary advertising William F. Arens ; Michael F. Weigold ; Christian Arens |
| title_fullStr | Contemporary advertising William F. Arens ; Michael F. Weigold ; Christian Arens |
| title_full_unstemmed | Contemporary advertising William F. Arens ; Michael F. Weigold ; Christian Arens |
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