| 000 | 02559cam a22003738i 4500 | ||
|---|---|---|---|
| 999 |
_c52062 _d52062 |
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| 001 | 18846850 | ||
| 003 | CITU | ||
| 005 | 20210406013755.0 | ||
| 008 | 151105s2017 nyu 000 0 eng | ||
| 010 | _a 2015041004 | ||
| 020 | _a9781259921261 | ||
| 040 |
_aDLC _beng _cDLC _erda |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5821 _b.B62 2017 |
| 082 | 0 | 0 |
_a659.1 _223 |
| 100 | 1 |
_aArens, William F., _eauthor. |
|
| 245 | 1 | 0 |
_aContemporary advertising and integrated marketing communications / _cWilliam F. Arens, Michael F. Weigold. |
| 250 | _aFifteenth edition. | ||
| 263 | _a1602 | ||
| 264 | 1 |
_aNew York, NY : _bMcGraw-Hill Education, _c[2017] |
|
| 264 | 4 | _cc2017 | |
| 300 |
_axxxi, 714 pages : _b illustrations ; _c28 cm |
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| 336 |
_atext _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 504 | _aIncludes bibliographical references and indexes. | ||
| 505 | _aPart One: What are Advertising and Integrated Marketing Communications? Chapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Evolution of Advertising and IMCChapter 3: The Big Picture: Economic and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Part Two: Planning the Campaign Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy Chapter 7: Research: Gathering Information for IMC Planning Chapter 8: Marketing and IMC Planning Chapter 9: Planning Media Strategy: Disseminating the Message Chapter 10: Creative Strategy and the Creative Process Part Three: Executing and Evaluating the Campaign Chapter 11: Creative Execution: Art and Copy Chapter 12: Print, Electronic, and Digital Media ProductionChapter 13: Using Print Media Chapter 14: Using Electronic Media: Television and Radio Chapter 15: Using Digital Interactive Media Chapter 16: Social MediaChapter 17: Using Out-of-Home, Exhibitive, and Supplementary Media Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue: Repositioning a Brand Appendix A: Marketing Plan Outline Appendix B: Advertising Plan Outline | ||
| 650 | 0 | _aAdvertising. | |
| 650 | 0 | _aCommunication in marketing. | |
| 700 | 1 |
_aWeigold, Michael F., _d1958- _eauthor. |
|
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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