Arens, William. <br/><br/>
Advertising / 
William Arens, David Schaefer, Michael Weigold. 
 - 2nd ed. 
 - New York, NY :  McGraw-Hill Education,  2015. 
 - xvi, 463 p ;  28 cm. 
<br/><br/> Part 1: An introduction to advertising. Part 2: Understanding the target audience.  Part 3: The planning process. Part 4: The creative process.Part 5: Reaching the target audience. Part 6: Integrating marketing communications elements. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/><label>ISBN: </label>0078028965 (alk. paper) 9780078028960 (alk. paper) 
<br/><br/><label>LCCN: </label>2013955925 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Branding--Marketing.
<br/><br/><label>LC Class. No.: </label>HF5821  / .A74