Contemporary Advertising

Name: Contemporary Advertising
Price: 9.05 USD
Availability: InStock
ISBN: 9780256262537

ISBN-10: 0256262535

ISBN-13: 9780256262537

Edition: 7th 1999

Authors: William F. Arens

List price: $102.81

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Description:

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.

Book details

List price: $102.81
Edition: 7th
Copyright year: 1999
Publisher: McGraw-Hill Higher Education
Publication date: 8/31/1998
Binding: Hardcover
Pages: 736
Size: 8.75" wide x 11.50" long x 1.25" tall
Weight: 3.938
Language: English



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