Contemporary Advertising
by ARENSEdition: 12th
Format: Hardcover
Pub. Date: 2008-10-24
Publisher(s): McGraw-Hill/Irwin
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Summary
Contemporary Advertising, 12/eis one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
Table of Contents
| What Is Advertising Today? | p. 2 |
| The Evolution of Advertising | p. 28 |
| The Economic, Social, and Regulatory Aspects of Advertising | p. 56 |
| The Scope of Advertising: From Local to Global | p. 98 |
| Marketing and Consumer Behavior: The Foundations of Advertising | p. 138 |
| Market Segmentation ane! the Marketing Mix: Determinants of Advertising Strategy | p. 170 |
| Research: Gathering Information for Advertising Planning | p. 210 |
| Marketing and Advertising Planning | p. 240 |
| Planning MediaStrategy: Finding Links to the Market | p. 276 |
| Creative Strategy and the Creative Process | p. 314 |
| Creative Execution: Art and Copy | p. 348 |
| Producing Ads for Print, Electronic, and Digital Media | p. 384 |
| Using Print Media | p. 424 |
| Using Electronic Media: Television and Radio | p. 454 |
| Using Digital Interactive Media | p. 486 |
| Using Out-of-Home, Exhibitive, and Supplementary Media | p. 520 |
| Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion | p. 550 |
| Relationship Building: Public Relations, Sponsorship, and Corporate Advertising | p. 588 |
| Epilogue: Repositioning a Brand | p. 620 |
| Marketing Plan Outline | p. 633 |
| Advertising Plan Outline | p. 639 |
| Important Terms | p. 643 |
| End Notes | p. 668 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
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