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Complete downloadable Test Bank for Essentials of Contemporary Advertising 2nd Edition by Arens. INSTRUCTOR RESOURCE INFORMATION
TITLE: Essentials of Contemporary Advertising
RESOURCE:Test Bank
EDITION: 2nd Edition
AUTHOR: Arens, Schaefer, Weigold
PUBLISHER: McGraw Hill Higher Education
Table of content
Chapter 1 Advertising Yesterday, Today, and Tomorrow
Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Business of Advertising
Chapter 4 Segmentation, Targeting, and the Marketing Mix
Chapter 5 Communication and Consumer Behavior
Chapter 6 Account Planning and Research
Chapter 7 Developing Marketing and Advertising Plans
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
Chapter 11 Print Advertising
Chapter 12 Electronic Media: Television and Radio
Chapter 13 Digital Interactive Media
Chapter 14 Out-of-Home, Direct-Mail, and Specialty Advertising
Chapter 15 Media Planning and Buying
Chapter 16 IMC: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 17 IMC: Public Relations, Sponsorship, and Corporate Advertising
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