M Advertising 2nd edition by Arens Schaefer and Weigold Test Bank

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M Advertising 2nd edition by Arens Schaefer and Weigold Test Bank

Table of content:

Part 1: An Introduction to Advertising
Chapter 1: The Evolution of Advertising
Chapter 2: The Environment 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: Marketing, Advertising and IMC Planning
Part 4: The Creative Process
Chapter 8: Creating Ads: Strategy and Process
Chapter 9: Creative Execution: Art and Copy
Part 5: Reaching the Target Audience
Chapter 10: Print Advertising
Chapter 11: Broadcast, Cable and Satellite Media
Chapter 12: Digital Interactive Media
Chapter 13: Out-of-Home, Direct Mail, and Promotional Products
Part 6: Integrating Marketing Communications Elements
Chapter 14: Media Planning and Buying
Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising

Product details:

Language: English
ISBN-10: 0078028965
ISBN-13: 978-0078028960
ISBN-13: 9780078028960

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