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Informationen zum Autor William Arens (deceased)! spent his entire career in the advertising business! and after 35 years in the field he had literally done it all. As an undergraduate at Berkeley! he worked part-time as a media rep for the San Francisco radio station! at the University of Paris he held a position at The New York Times! and upon graduation from Whittier College! he began his career in earnest as a sales rep for various print media.Within a few years! he changed tracks by taking an account management position at a large San Francisco-based high-tech advertising agency! where he rapidly rose to become the manager of their branch office in San Diego.An entrepreneur at heart! Mr. Arens soon left that position to form his own agency with a partner! where he was both Principal and the Chief Creative Officer. Specializing in business-to-business and financial accounts! that agency grew in stature and reputation over the years! accumulating many awards for creative excellence.In 1975! he formed William F. Arens and Associates and began focusing on both national and international accounts. In 1982! he formed one of the early Hispanic agencies! Arens & Guiterrez! as a joint venture between his agency and one of the largest in Mexico. Working with mainstream American Agencies! A&G created Spanish-language advertising for blue chip advertisers including McDonald's! General Mills! Sav-On Drug-stores! and the California Lottery.In 1989! Mr. Arens jumped to the client side when be bought a chain of quick-lube stores in San Diego. As Chief Marketing Officer! Mr. Arens was responsible for all the firm's advertising and promotion. He over-saw the company's growth in daily revenue as it doubled and then tripled.At the end of his career! Mr. Arens was President of Stratimark Consulting! which specializes in strategic integrated marketing communications consulting for clients in the health care field. Klappentext M: Advertising examines advertising from the inside! from the perspective of the advertiser (the client) and the specialists who create advertising! the ad agency. This lively program takes students beyond theory to learn about roles within each of these organizations! and to consider which they might one day play themselves. Inhaltsverzeichnis part one: AN INTRODUCTION TO ADVERTISING 1 The Evolution of Advertising 2 The Environment of Advertising 3 The Business of Advertising part two: UNDERSTANDING THE TARGET AUDIENCE 4 Targeting and the Marketing Mix 5 Communication and Consumer Behavior part three: THE PLANNING PROCESS 6 Account Planning and Research 7 Marketing, Advertising, and IMC Planning part four: THE CREATIVE PROCESS 8 Creating Ads: Strategy and Process 9 Creative Execution: Art and Copy part five: REACHING THE TARGET AUDIENCE 10 Print Advertising 11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio 12 Digital Interactive Media 13 Out-of-Home, Direct-Mail, and Promotional Products part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS 14 Media Planning and Buying 15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 16 IMC: Public Relations, Sponsorship, and Corporate Advertising ...
