Test Bank for Contemporary Advertising 13th Edition by William F. Arens

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Test Bank for Contemporary Advertising 13th Edition by William F. Arens

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DescriptionTest Bank for Contemporary Advertising 13th Edition by William F. Arens Table of Contents 1. Advertising Today? 2. The Big Picture: The Evolution of Advertising 3. The Big Picture: Economic and Regulatory Aspects 4. The Scope of Advertising: From Local to Global 5. Marketing and Consumer Behavior: The Foundations of Advertising 6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 7. Research: Gathering Information for Advertising Planning 8. Marketing and Advertising Planning 9. Planning Media Strategy: Disseminating the Message 10. Creative Strategy and the Creative Process 11.Creative Execution: Art and Copy 12. Producing Ads for Print, Electronic, and Digital Media 13. Using Print Media 14. Using Electronic Media: Television and Radio 15. Using Digital Interactive Media 16. Using Out-of-Home, Exhibitive, and Supplementary Media 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertisingg

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