000			02991cam a2200433 i 4500
001			21726503
003			OSt
005			20250110115434.0
008			200923s2022 iauab b 001 0 eng
010			_a 2020043345
020			_a9781260381894 _q(hardback)
020			_a9781260598223 _q(hardcover ; alk. paper)
040			_aDLC _beng _erda _cDLC _dTUPM
042			_apcc
050	0	0	_aHF 5821 _bW45 2022
100	1		_aWeigold, Michael F., _d1958- _eauthor.
245	1	0	_aAdvertising / _cMichael F. Weigold, William F. Arens.
250			_aFourth edition.
264		1	_aDubuque : _bMcGraw-Hill , _c[2022]
300			_axiii, 458 pages : _bcolor illustrations, maps ; _c28 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aPreviously published: Dubuque : McGraw-Hill Education, [2018] under title: M.
500			_aIncludes bibliographical references and index.
505			_a PART ONE: AN INTRODUCTION TO ADVERTISINGChapter 1: What Is Advertising? Chapter 2: The Environment of Advertising Chapter 3: The Business of Advertising PARTO TWO: UNDERSTANDING THE TARGET AUDIENCEChapter 4: Targeting and the Marketing Mix Chapter 5: Communication and Consumer Behavior PART THREE: THE PLANNING PROCESSChapter 6: Account Planning and Research Chapter 7: Marketing, Advertising, and IMC Planning PART FOUR: THE CREATIVE PROCESSChapter 8: Creating Ads: Strategy and Process Chapter 9: Creative Execution: Art and Copy PART FIVE: REACHING THE TARGET AUDIENCEChapter 10: Print Media Chapter 11: Audio and Video Media Chapter 12: Digital Interactive Media Chapter 13: Out-of-Home, Direct-Mail, and Promotional Product advertising PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTSChapter 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
520			_a" Added an opening paragraph describing chapter coverage (in all chapters). A new vignette focused on Shakira's Activa ad. Updated the section that uses Coke to demonstrate the benefits of branding. Updated the timetable of advertising history. Simplified the historical eras to focus on five: early age, industrial age, golden age, postindustrial age, and global interactive age. Updated the references to Internet tools that enhance teamwork"-- _cProvided by publisher.
650		0	_aAdvertising.
650		0	_aAdvertising _xHistory.
650		0	_aAdvertising strategies.
650		0	_aBranding.
650		0	_aInternet tools for advertising.
650		0	_aMedia and communication in advertising.
700	1		_aArens, William F., _eauthor.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c29216 _d29216