Contemporary Advertising
Published on 1. February 1997
Book
Paperback/Softback
700 pages
978-0-07-114019-5 (ISBN)
Description
A comprehensive text introducing students to adveritsing as it is practised, as a business, marketing tool and creative process. This book covers consumer, business, service and non-profit advertising and includes advertising applications. This edition has increased emphasis on internationnal illustrations with translations of foreign advertising copy. In addition, it features: references throughout; coverage of integrated marketing communications; coverage of the adveritising business from agencies and clients to media and suppliers; media strategy and planning presented as part of the overall marketing and advertising planning process; review of creative strategy including electronic and digital media; and a reference library containing additional professional data.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
glossary, index
Dimensions
Height: 230 mm
Weight
1780 gr
ISBN-13
978-0-07-114019-5 (9780071140195)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Courtland L. Bovee | William F. Arens
Contemporary Advertising
Book
11/1998
McGraw-Hill Education (ISE Editions)
€44.56
Article exhausted; check for reprint
Content
Part 1 Advertising perspectives: the dimensions of advertising; the social, legal and ethical aspects of advertising; the advertising business - agencies, clients, media and suppliers. Part 2 Crafting marketing and advertising strategies; marketing and consumer behaviour - the foundations of advertising; using marketing and advertising research - inputs to the planning process; marketing and advertising planning - top-down, bottom-up and IMC; planning media strategy - finding links to the market. Part 3 Creating advertisements and commercials: creative strategy and the creative process; creative execution - art and copy; producing ads for print, electronic and digital media. Part 4 Buying media space and time: buying print media; buying electronic and digital interactive media; buying out-of-home, exhibitive and supplementary media. Part 5 Building relationships through integrated marketing communications (IMC): relationship building - IMC, direct marketing, direct mail and sales promotion; relationship building - local and noncommercial advertising. Reference library: marketing plan outline; advertising plan outline; complete advertising campaign - Mountain Dew; career planning in advertising.