当前位置：
首页
>
出版信息
>
详细信息
快速检索
数据库：
各中心已购纸本教材
各中心已购电子教材
国内高校课程
国外著名大学课程
外文原版教材出版信息
外文影印版教材出版信息
名校购书信息
关键词：
Essentials of Contemporary Advertising
书目信息
ISBN：
9780073136660（13位）
中图分类号：
F7
杜威分类号：
中文译名：
当代广告学精要
作者：
Arens
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
广告/营销
前言：
摘要：
内容简介：
Essentials of Contemporary Advertising, 1/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.
目次：
Part One An Introduction to Advertising Chapter 1 Advertising Today and How We Got Here Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising Chapter 3 The Advertising Industry Part Two Understanding the Target Audience Chapter 4 Segmentation, Targeting, and the Marketing Mix Chapter 5 Communication and Consumer Behavior Part Three The Planning Process Chapter 6 Account Planning and Research Chapter 7 Developing Marketing and Advertising Plans Part Four 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 Five Reaching the Target Audience Chapter 11 Print Advertising Chapter 12 Electronic Media: Television and Radio Chapter 13 Digital Interactive Media and Direct Mail Chapter 14 Out-of-Home, Trade Shows, and Supplementary Media Part Six Integrating Marketing Communications Elements Chapter 15 Media Planning and Buying Chapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales Promotion Chapter 17 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
附录：
全文链接：
读者对象：
实体信息
页码：
592
装帧：
软皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
99.6900
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0073136662
issue：
2006JC02
相关附件