Essentials of contemporary advertising /
副标题：无
作 者：William F. Arens, David H. Schaefer.
分类号：
ISBN：9780073136660
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简介
? 广告学世界级权威威廉?阿伦斯经典之作
? 广告学领域最畅销的教科书，三十年经久不衰
? 全美广告学排名第一的佛罗里达大学等百所知名大学采用
? 北京大学、复旦大学、浙江大学以及中国传媒大学等多所国内名校也采用本书作为教材
目录
Part One An Introduction to Advertising
Chapter 1 Advertising Today and How We Got Here
Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Advertising Industry
Part Two Understanding the Target Audience
Chapter 4 Segmentation, Targeting, and the Marketing Mix
Chapter 5 Communication and Consumer Behavior
Part Three The Planning Process
Chapter 6 Account Planning and Research
Chapter 7 Developing Marketing and Advertising Plans
Part Four The Creative Process
Chapter 8 Creative Strategy and the Creative Process
Chapter 9 Creative Execution: Art and Copy
Chapter 10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience
Chapter 11 Print Advertising
Chapter 12 Electronic Media: Television and Radio
Chapter 13 Digital Interactive Media and Direct Mail
Chapter 14 Out-of-Home, Trade Shows, and Supplementary Media
Part Six Integrating Marketing Communications Elements
Chapter 15 Media Planning and Buying
Chapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales Promotion
Chapter 17 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Chapter 1 Advertising Today and How We Got Here
Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Advertising Industry
Part Two Understanding the Target Audience
Chapter 4 Segmentation, Targeting, and the Marketing Mix
Chapter 5 Communication and Consumer Behavior
Part Three The Planning Process
Chapter 6 Account Planning and Research
Chapter 7 Developing Marketing and Advertising Plans
Part Four The Creative Process
Chapter 8 Creative Strategy and the Creative Process
Chapter 9 Creative Execution: Art and Copy
Chapter 10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience
Chapter 11 Print Advertising
Chapter 12 Electronic Media: Television and Radio
Chapter 13 Digital Interactive Media and Direct Mail
Chapter 14 Out-of-Home, Trade Shows, and Supplementary Media
Part Six Integrating Marketing Communications Elements
Chapter 15 Media Planning and Buying
Chapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales Promotion
Chapter 17 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Essentials of contemporary advertising /
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