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" Advertising / "
Michael F. Weigold, William F. Arens.
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BL
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| Record Number
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843192
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| Main Entry
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Weigold, Michael F.,1958-
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| Title & Author
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Advertising /\ Michael F. Weigold, William F. Arens.
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| Edition Statement
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Third edition.
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| Publication Statement
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New York, NY :: McGraw-Hill Education,, [2018]
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, ©2018
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| Page. NO
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xiii, 459 pages :: color illustrations, color maps ;; 28 cm
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| ISBN
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1259815943
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: 1259900142
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: 9781259815942
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: 9781259900143
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| Notes
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Revised edition of M : advertising, 2015.
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| Bibliographies/Indexes
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Includes bibliographical references (page 414-429) and index.
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| Contents
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An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Understanding the target audience -- Targeting and the marketing mix -- Communication and consumer behavior -- The planning process -- Account planning and research -- Marketing, advertising, and IMC planning -- The creative process -- Creating ads : strategy and process -- Creative execution: art and copy -- Reaching the target audience -- Print advertising -- Broadcast, cable, digital, and satellite media : television and radio -- Digital interactive media -- Out-of-home, direct-mail, and promotional products -- Integrating marketing communications elements -- Media planning and buying -- IMC: direct marketing, personal selling, packaging, and sales promotion -- IMC: public relations, sponsorship, and corporate advertising -- Endnotes -- Index.
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| Subject
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Advertising.
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| Subject
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Advertising.
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| Dewey Classification
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657
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| LC Classification
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HF5821.W37 2018
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HF5821.M13 2018
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| Added Entry
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Arens, William F.
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| Cover Title
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M :advertising
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