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ARENS, William F.

Contemporary advertising / William F. Arens. -- 10th ed. -- Boston : McGraw-Hill, 2006. -- 614 p. : col. ill.-- (McGraw-Hill/Irwin series in marketing). -- Content: Part I: Advertising Perspectives -- Chapter 1 What is Advertising Today? -- Chapter 2 The Evolution of Advertising -- Chapter 3 The Economic, Social and Regulatory Aspects of Advertising -- Chapter 4 The Scope of Advertising: From Local to Global -- Part II: Crafting Marketing and Advertising Strategies -- Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising -- Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy -- Chapter 7 Research: Gathering Information for Advertising Planning -- Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC -- Chapter 9 Planning Media Strategy: Finding Links to the Market -- Part III: Integrating Advertising With Other Elements of the Communication Mix -- Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion -- Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising -- Part IV: Creating Advertisements and Commercials -- Chapter 12 Creative Strategy and the Creative Process -- Chapter 13 Creative Execution: Art and Copy -- Chapter 14 Producing Ads for Print, Electronic and Digital Media -- Part V: Using Advertising Media -- Chapter 15 Using Print Media -- Chapter 16 Using Electronic Media: Television and Radio -- Chapter 17 Using Digital Interactive Media and Direct Mail -- Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media. -- ISBN 978-0-07-296472-1


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Advertising

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