Test Bank for M Advertising 1st Edition William Arens

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Test Bank for M Advertising 1st Edition William Arens

Table Of Contents

Ch. 1: The Evolution of Advertising

Ch. 2: The Economic, Social, and Regulatory Aspects of Advertising

Ch. 3: The Business of Advertising

Ch. 4: Segmentation, Targeting, and the Marketing Mix

Ch. 5: Communication and Consumer Behavior

Ch. 6: Account Planning and Research

Ch. 7: Marketing, Advertising and IMC Planning

Ch. 8: Creating Ads: Strategy and Process

Ch. 9: Creative Execution: Art and Copy

Ch. 10: Producing Ads

Ch. 11: Print Advertising

Ch. 12: Electronic Media: Television and Radio

Ch. 13: Digital Interactive Media

Ch. 14: Out-of-Home, Direct Mail, and Specialty Advertising

Ch. 15: Media Planning and Buying

Ch. 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

Ch. 17: IMC: Public Relations, Sponsorship, and Corporate Advertising

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