Contemporary Advertising

ISBN-10: 0073381071

ISBN-13: 9780073381077

Edition: 12th 2009

List price: $203.13
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description: 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.

what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
SQL Online content $4.95 $1.99
Add to cart
Study Briefs
MS Excel® 2010 Online content $4.95 $1.99
Add to cart
Study Briefs
MS Word® 2010 Online content $4.95 $1.99
Add to cart
Study Briefs
MS PowerPoint® 2010 Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $203.13
Edition: 12th
Copyright year: 2009
Publisher: McGraw-Hill Higher Education
Publication date: 10/24/2008
Binding: Hardcover
Pages: 736
Size: 8.75" wide x 11.00" long x 1.50" tall
Weight: 4.554
Language: English

What Is Advertising Today?
The Evolution of Advertising
The Economic, Social, and Regulatory Aspects of Advertising
The Scope of Advertising: From Local to Global
Marketing and Consumer Behavior: The Foundations of Advertising
Market Segmentation ane! the Marketing Mix: Determinants of Advertising Strategy
Research: Gathering Information for Advertising Planning
Marketing and Advertising Planning
Planning MediaStrategy: Finding Links to the Market
Creative Strategy and the Creative Process
Creative Execution: Art and Copy
Producing Ads for Print, Electronic, and Digital Media
Using Print Media
Using Electronic Media: Television and Radio
Using Digital Interactive Media
Using Out-of-Home, Exhibitive, and Supplementary Media
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Epilogue: Repositioning a Brand
Marketing Plan Outline
Advertising Plan Outline
Important Terms
End Notes
×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×