Essentials of Contemporary Advertising 2nd Edition by Arens Test Bank

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Test Bank for Essentials of Contemporary Advertising 2nd Edition by Arens

Product description

Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal is to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student’s "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

Table of contents

Part 1: An Introduction to Advertising
Chapter 1
Advertising Yesterday, Today, and Tomorrow
Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Business of Advertising
Part 2: Understanding the Target Audience
Chapter 4 Segmentation, Targeting, and the Marketing Mix
Chapter 5 Communication and Consumer Behavior
Part 3: The Planning Process
Chapter 6 Account Planning and Research
Chapter 7 Developing Marketing and Advertising Plans
Part 4: 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 5: Reaching the Target Audience
Chapter 11 Print Advertising
Chapter 12 Electronic Media: Television and Radio
Chapter 13 Digital Interactive Media
Chapter 14 Out-of-Home, Direct-Mail, and Specialty Advertising
Part 6: Integrating Marketing Communications Elements
Chapter 15 Media Planning and Buying
Chapter 16 IMC: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 17 IMC: Public Relations, Sponsorship, and Corporate Advertising

Product details

Language: English
ISBN-10: 0073380970
ISBN-13: 978-0073380971      9780073380971
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