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สินค้า/บริการ >> การตลาด-การขาย Sale & Marketing >> การโฆษณาและส่งเสริมการตลาด-IMC >> Contemporary Advertising 13e ISBN9780071220606
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 | Contemporary Advertising 13e ISBN9780071220606 รหัสสินค้า: 001342 ราคา 1,340.00 บาท ISBN: 9780071220606
ผู้เขียน/ผู้แปล: William Arens Michael Weigold Christian Arens
ครั้งที่พิมพ์: 13ED 2011
หมายเหตุ: Restricted for THAI Student Only
โปรโมชั่นพิเศษ: :ซื้อยกห้องขอราคาพิเศษได้
รายละเอียด:
Contemporary Advertising 13e ISBN9780071220606
CONTEMPORARY ADVERTISING, 13e, is one of the best-selling advertising texts in this field. Known as the 'coffee table book' for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
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Table of contents |
Part One Advertising Perspectives
1. What is Advertising Today?
2. The Evolution of Advertising
3. The Economic, Social, and Regulatory Aspects of Advertising
4. The Scope of Advertising: From Local to Global
Part Two Crafting Marketing and Advertising Strategies
5. Marketing and Consumer Behavior: The Foundations of Advertising
6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
7. Research: Gathering Information for Advertising Planning
8. Marketing and Advertising Planning
9. Planning Media Strategy: Finding Links to the Market
Part Three Creating Advertisements and Commercials
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Producing Ads for Print, Electronic, and Digital Media
Part Four Using Advertising Media
13. Using Print Media
14. Using Electronic Media: Television and Radio
15. Using Digital Interactive Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
Part Five Integrating Advertising
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Epilogue Repositioning a Brand
Appendix A Marketing Plan Outline
Appendix B Advertising Plan Outline
Important Terms
Endnotes
Credits and Acknowledgments
Name Index
Company Index
Subject Index
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