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Essentials of contemporary advertising William F Arens; David H Schaefer

By: Material type: TextTextLanguage: English Publication details: Boston : McGraw-Hill Irwin, ©2009.Edition: 2nd edDescription: xxiv, 558 pages : color illustrations ; 28 cmISBN:
  • 9780071106276
Subject(s): DDC classification:
  • 659.1 ARE
Contents:
pt. 1. Introduction to Advertising -- pt. 2. Understanding the Target Audience -- pt. 3. Planning Process -- pt. 4. Creative Process -- pt. 5. Reaching the Target Audience -- pt. 6. Integrating Marketing Communications Elements --
Summary: Exploring the core principles that drive advertising, this book aims to present advertising as it is actually practised and make the fundamentals accessible and relevant to the student's "real life".
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General Books General Books CUTN Central Library Medicine, Technology & Management Non-fiction 659.1 ARE (Browse shelf(Opens below)) Available 34442

pt. 1. Introduction to Advertising -- pt. 2. Understanding the Target Audience -- pt. 3. Planning Process -- pt. 4. Creative Process -- pt. 5. Reaching the Target Audience -- pt. 6. Integrating Marketing Communications Elements --

Exploring the core principles that drive advertising, this book aims to present advertising as it is actually practised and make the fundamentals accessible and relevant to the student's "real life".

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