Contemporary Advertising
by Arens, William F.Edition: 9th
Format: Hardcover
Pub. Date: 2003-11-14
Publisher(s): McGraw-Hill/Irwin
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Summary
Contemporary Advertising, 10/e, is 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
| Advertising Perspectives | |
| What is Advertising Today? | |
| The Evolution of Advertising | |
| The Economic, Social and Regulatory Aspects of Advertising | |
| The Scope of Advertising: From Local to Global | |
| Crafting Marketing and Advertising Strategies | |
| Marketing and Consumer Behavior: The Foundations of Advertising | |
| Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy | |
| Research: Gathering Information for Advertising Planning | |
| Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC | |
| Planning Media Strategy: Finding Links to the Market | |
| Integrating Advertising With Other Elements of the Communication Mix | |
| Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion | |
| Relationship Building: Public Relations, Sponsorship, and Corporate Advertising | |
| Creating Advertisements and Commercials | |
| Creative Strategy and the Creative Process | |
| Creative Execution: Art and Copy | |
| Producing Ads for Print, Electronic and Digital Media | |
| Using Advertising Media | |
| Using Print Media | |
| Using Electronic Media: Television and Radio | |
| Using Digital Interactive Media and Direct Mail | |
| Using Out-of-Home, Exhibitive, and Supplemental Media | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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