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- catalog contributor b13305502.
- catalog created "c2004.".
- catalog date "2004".
- catalog date "c2004.".
- catalog dateCopyrighted "c2004.".
- catalog description "Advertising perspectives -- What is advertising today? -- The evolution of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants of advertising strategy -- Research: Gathering information for advertising planning -- Marketing and advertising planning: top-down, bottom-up, and IMC -- Planning media strategy: finding links to the market -- Integrating advertising with other elements of the communications mix -- Relationship building: direct marketing, personal selling, and sales promotion -- Relationship building: public relations, sponsorship, and corporate advertising -- Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic, and digital media -- Using advertising media -- Using print media -- Using electronic media: television and radio -- Using digital interactive media and direct mail -- Using out-of-home, exhibitive, and supplementary media.".
- catalog description "Includes bibliographical references and index.".
- catalog description "System requirements for accompanying CD-ROM: PC: Pentium based processor, Microsoft Windows 98/2000/XP, Microsoft Internet Explorer 5.5 as default browser, Microsoft Office or equivalent.".
- catalog extent "xlii, 617, [62] p. :".
- catalog hasFormat "Contemporary advertising.".
- catalog identifier "0072537728 (alk. paper)".
- catalog identifier "0072846372 (CD-ROM)".
- catalog isFormatOf "Contemporary advertising.".
- catalog isPartOf "McGraw-Hill/Irwin series in marketing".
- catalog issued "2004".
- catalog issued "c2004.".
- catalog language "eng".
- catalog publisher "Boston : McGraw-Hill/Irwin,".
- catalog relation "Contemporary advertising.".
- catalog requires "System requirements for accompanying CD-ROM: PC: Pentium based processor, Microsoft Windows 98/2000/XP, Microsoft Internet Explorer 5.5 as default browser, Microsoft Office or equivalent.".
- catalog subject "659.1 22".
- catalog subject "Advertising.".
- catalog subject "HF5821 .B62 2004".
- catalog tableOfContents "Advertising perspectives -- What is advertising today? -- The evolution of advertising -- The economic, social, and regulatory aspects of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- The scope of advertising: from local to global -- Crafting marketing and advertising strategies -- Marketing and consumer behavior: the foundations of advertising -- Market segmentation and the marketing mix: determinants of advertising strategy -- Research: Gathering information for advertising planning -- Marketing and advertising planning: top-down, bottom-up, and IMC -- Planning media strategy: finding links to the market -- Integrating advertising with other elements of the communications mix -- Relationship building: direct marketing, personal selling, and sales promotion -- Relationship building: public relations, sponsorship, and corporate advertising -- Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: art and copy -- Producing ads for print, electronic, and digital media -- Using advertising media -- Using print media -- Using electronic media: television and radio -- Using digital interactive media and direct mail -- Using out-of-home, exhibitive, and supplementary media.".
- catalog title "Contemporary advertising / William F. Arens.".
- catalog type "text".