Essentials of Contemporary Advertising
2nd Edition
Published on 16. May 2008
Book
Paperback/Softback
608 pages
978-0-07-128757-9 (ISBN)
Description
Essentials of Contemporary Advertising, 2/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.
More details
Edition
2nd edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Illustrations
Illustrations
Dimensions
Height: 254 mm
Width: 203 mm
Thickness: 20 mm
Weight
1188 gr
ISBN-13
978-0-07-128757-9 (9780071287579)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
05/2008
2nd Edition
McGraw Hill Higher Education
€56.94
Article is exhausted; no reprint
Content
Part One An Introduction to Advertising
1 Advertising Yesterday, Today and Tomorrow
2 The Economic, Social, and Regulatory Aspects of Advertising
3 Business of Advertising
Part Two Understanding the Target Audience
4 Segmentation, Targeting, and the Marketing Mix
5 Communication and Consumer Behavior
Part Three The Planning Process
6 Account Planning and Research
7 Developing Marketing and Advertising Plans
Part Four The Creative Process
8 Creative Strategy and the Creative Process
9 Creative Execution: Art and Copy
10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience
11 Print Advertising
12 Electronic Media: Television and Radio
13 Digital Interactive Media and Direct Mail
14 Out-of-Home, Direct-Mail and Specialty Advertising
Part Six Integrating Marketing Communications Elements
15 Media Planning and Buying
16 IMC: Direct Marketing, Personal Selling and Sales Promotion
17 IMC: Public Relations, Sponsorship, and Corporate Advertising
1 Advertising Yesterday, Today and Tomorrow
2 The Economic, Social, and Regulatory Aspects of Advertising
3 Business of Advertising
Part Two Understanding the Target Audience
4 Segmentation, Targeting, and the Marketing Mix
5 Communication and Consumer Behavior
Part Three The Planning Process
6 Account Planning and Research
7 Developing Marketing and Advertising Plans
Part Four The Creative Process
8 Creative Strategy and the Creative Process
9 Creative Execution: Art and Copy
10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience
11 Print Advertising
12 Electronic Media: Television and Radio
13 Digital Interactive Media and Direct Mail
14 Out-of-Home, Direct-Mail and Specialty Advertising
Part Six Integrating Marketing Communications Elements
15 Media Planning and Buying
16 IMC: Direct Marketing, Personal Selling and Sales Promotion
17 IMC: Public Relations, Sponsorship, and Corporate Advertising