Essentials of Contemporary Advertising

Name: Essentials of Contemporary Advertising
Price: 5.7 USD
Availability: InStock
ISBN: 9780073136660

ISBN-10: 0073136662

ISBN-13: 9780073136660

Edition: 2007

Authors: William F. Arens, David Schaefer

List price: $140.94

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Description:

Essentials of Contemporary Advertising, 1/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

Book details

List price: $140.94
Copyright year: 2007
Publisher: McGraw-Hill Companies, The
Binding: Paperback
Pages: 592
Size: 8.50" wide x 10.80" long x 0.87" tall
Weight: 2.596
Language: English




An Introduction to Advertising



Advertising Today and How We Got Here



The Economic, Social, and Regulatory Aspects of Advertising



The Advertising Industry



Understanding the Target Audience



Segmentation, Targeting, and the Marketing Mix



Communication and Consumer Behavior



The Planning Process



Account Planning and Research



Developing Marketing and Advertising Plans



The Creative Process



Creative Strategy and the Creative Process



Creative Execution: Art and Copy



Producing Ads for Print, Electronic, and Digital Media



Reaching the Target Audience



Print Advertising



Electronic Media: Television and Radio



Digital Interactive Media and Direct Mail



Out-of-Home, Trade Shows, and Supplementary Media



Integrating Marketing Communications Elements



Media Planning and Buying



Relationship Building: Direct Marketing, Personal Selling and Sales Promotion



Relationship Building: Public Relations, Sponsorship, and Corporate Advertising