Contemporary Advertising

Name: Contemporary Advertising
Price: 18.2 USD
Availability: InStock
ISBN: 9780073381077

ISBN-10: 0073381071

ISBN-13: 9780073381077

Edition: 12th 2009

Authors: William F. Arens, Michael F. Weigold, Christian Arens

List price: $203.13

30 day, 100% satisfaction guarantee!

Marketplace

4 new & used from $18.20

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

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.

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: 4.048
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