Liebe Besucherinnen und Besucher,
heute ab 15 Uhr feiern wir unser Sommerfest und sind daher nicht erreichbar. Ab morgen sind wir wieder wie gewohnt für Sie da. Wir bitten um Ihr Verständnis – Ihr Team von Sack Fachmedien
Buch, Englisch, 608 Seiten, Format (B × H): 215 mm x 280 mm, Gewicht: 1195 g
Buch, Englisch, 608 Seiten, Format (B × H): 215 mm x 280 mm, Gewicht: 1195 g
ISBN: 978-0-07-128757-9
Verlag: McGraw-Hill Education - Europe
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 was 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.
Autoren/Hrsg.
Weitere Infos & Material
Part One An Introduction to Advertising
1 Advertising Yesterday, Today and Tomorrow
2 The Economic, Social, and Regulatory Aspects of Advertising
3 Business of Advertising
Part Two Understanding the Target Audience
4 Segmentation, Targeting, and the Marketing Mix
5 Communication and Consumer Behavior
Part Three The Planning Process
6 Account Planning and Research
7 Developing Marketing and Advertising Plans
Part Four The Creative Process
8 Creative Strategy and the Creative Process
9 Creative Execution: Art and Copy
10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience
11 Print Advertising
12 Electronic Media: Television and Radio
13 Digital Interactive Media and Direct Mail
14 Out-of-Home, Direct-Mail and Specialty Advertising
Part Six Integrating Marketing Communications Elements
15 Media Planning and Buying
16 IMC: Direct Marketing, Personal Selling and Sales Promotion
17 IMC: Public Relations, Sponsorship, and Corporate Advertising
