Contemporary Advertising
10th Edition
Published on 1. June 2005
Book
Paperback/Softback
978-0-07-111786-9 (ISBN)
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.
More details
Edition
10th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 271 mm
Width: 213 mm
Thickness: 25 mm
Weight
1474 gr
ISBN-13
978-0-07-111786-9 (9780071117869)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
William F. Arens
Contemporary Advertising
Book
04/2007
11th Edition
McGraw Hill Higher Education
€54.46
Shipment within 15-20 days
Content
Part I: Advertising PerspectivesChapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of AdvertisingChapter 4 The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising StrategiesChapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising PlanningChapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part III: Integrating Advertising With Other Elements of the Communication MixChapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part IV: Creating Advertisements and CommercialsChapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part V: Using Advertising MediaChapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and RadioChapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media