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Contemporary Advertising

by
Edition:
10th
ISBN13:

9780073135694

ISBN10:
0073135690
Format:
Hardcover
Pub. Date:
4/29/2005
Publisher(s):
McGraw-Hill College

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Summary

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.

Table of Contents

Part One Advertising Perspectives
What Is Advertising Today?
4(24)
What Is Advertising?
6(2)
Communication: What Makes Advertising Unique
8(5)
The Human Communication Process
8(1)
Applying the Communication Process to Advertising
9(4)
Marketing: Determining the Type of Advertising to Use
13(15)
What Is Marketing?
14(1)
Advertising and the Marketing Process
14(1)
Identifying Target Markets and Target Audiences
14(4)
Implementing Marketing Strategy
18(6)
Integrating Marketing Communications
24(4)
The Evolution of Advertising
28(26)
Economics: The Growing Need for Advertising
31(19)
Principles of Free-Market Economics
31(1)
Functions and Effects of Advertising in a Free Economy
31(4)
The Evolution of Advertising as an Economic Tool
35(13)
The Global Interactive Age: Looking at the Twenty-First Century
48(2)
Society and Ethics: The Effects of Advertising
50(4)
The Economic, Social, and Regulatory Aspects of Advertising
54(42)
The Many Controversies about Advertising
56(2)
The Economic Impact of Advertising
58(4)
Effect on the Value of Products
59(1)
Effect on Prices
60(1)
Effect on Competition
60(1)
Effect on Consumer Demand
61(1)
Effect on Consumer Choice
61(1)
Effect on the Business Cycle
61(1)
The Abundance Principle: The Economic Impact of Advertising in Perspective
62(1)
The Social Impact of Advertising
62(9)
Deception in Advertising
63(1)
The Subliminal Advertising Myth
64(1)
The Effect of Advertising on Our Value System
64(2)
The Proliferation of Advertising
66(2)
The Use of Stereotypes in Advertising
68(1)
Offensiveness in Advertising
69(1)
The Social Impact of Advertising in Perspective
70(1)
Social Responsibility and Advertising Ethics
71(3)
Advertisers' Social Responsibility
71(2)
Ethics of Advertising
73(1)
How Government Regulates Advertising
74(1)
Government Restraints on International Advertisers
75(1)
Current Regulatory Issues Affecting U.S. Advertisers
75(5)
Freedom of Commercial Speech
76(3)
Consumer Privacy
79(1)
Federal Regulation of Advertising in North America
80(6)
The U.S. Federal Trade Commission
81(3)
The Food and Drug Administration (FDA)
84(1)
The Federal Communications Commission (FCC)
85(1)
The Patent and Trademark Office and the Library of Congress
86(1)
State and Local Regulation
86(1)
Regulation by State Governments
86(1)
Regulation by Local Governments
87(1)
Nongovernment Regulation
87(6)
The Better Business Bureau (BBB)
87(1)
The National Advertising Review Council (NARC)
88(1)
Regulation by the Media
89(2)
Regulation by Consumer Groups
91(1)
Self-Regulation by Advertisers
92(1)
Self-Regulation by Ad Agencies and Associations
92(1)
The Ethical and Legal Aspects of Advertising in Perspective
93(3)
The Scope of Advertising: From Local to Global
96(40)
The Advertising Industry
98(1)
The Organizations in Advertising
98(1)
The People in Advertising
98(1)
The Advertisers (The Clients)
99(9)
Local Advertising: Where the Action Is
99(4)
Regional and National Advertisers
103(3)
Transnational Advertisers
106(2)
The Advertising Agency
108(12)
The Role of the Advertising Agency
109(1)
Types of Agencies
109(4)
What People in an Agency Do
113(4)
How Agencies Are Structured
117(1)
How Agencies Are Compensated
118(2)
The In-House Agency
120(1)
The Client/Agency Relationship
120(6)
How Agencies Get Clients
120(2)
Stages in the Client/Agency Relationship
122(2)
Factors Affecting the Client/Agency Relationship
124(2)
The Suppliers in Advertising
126(1)
Art Studios and Web Designers
126(1)
Printers and Related Specialists
126(1)
Film and Video Houses
126(1)
Research Companies
126(1)
The Media of Advertising
127(9)
Print Media
127(1)
Electronic Media
128(1)
Digital Interactive Media
128(1)
Out-of-Home Media
129(1)
Direct Mail
129(1)
Other Media
129(1)
Media around the World
130(6)
Part Two Crafting Marketing and Advertising Strategies
Marketing and Consumer Behavior: The Foundations of Advertising
136(32)
The Larger Marketing Context of Advertising
139(4)
The Relationship of Marketing to Advertising
139(1)
Customer Needs and Product Utility
139(1)
Exchanges, Perception, and Satisfaction
140(3)
The Key Participants in the Marketing Process
143(2)
Customers
143(1)
Markets
143(2)
Marketers
145(1)
Consumer Behavior: The Key to Advertising Strategy
145(2)
The Importance of Knowing the Consumer
145(1)
The Consumer Decision Process: An Overview
146(1)
Personal Processes in Consumer Behavior
147(10)
The Consumer Perception Process
147(3)
Learning and Persuasion: How Consumers Process Information
150(4)
The Consumer Motivation Process
154(3)
Interpersonal Influences on Consumer Behavior
157(5)
Family Influence
157(1)
Societal Influence
158(2)
Cultural and Subcultural Influence
160(2)
Nonpersonal Influences on Consumer Behavior
162(1)
Time
162(1)
Place
162(1)
Environment
162(1)
The Purchase Decision and Post-purchase Evaluation
163(5)
Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
168(36)
The Market Segmentation Process
170(13)
Segmenting the Consumer Market: Finding the Right Niche
171(8)
Segmenting Business and Government Markets: Understanding Organizational Buying Behavior
179(3)
Aggregating Market Segments
182(1)
The Target Marketing Process
183(3)
Target Market Selection
184(1)
The Marketing Mix: A Strategy for Matching Products to Markets
184(2)
Advertising and the Product Element
186(7)
Product Life Cycles
186(2)
Product Classifications
188(1)
Product Positioning
189(1)
Product Differentiation
189(1)
Product Branding
190(1)
Product Packaging
191(2)
Advertising and the Price Element
193(1)
Key Factors Influencing Price
193(1)
Advertising and the Distribution (Place) Element
194(3)
Direct Distribution
194(1)
Indirect Distribution
195(1)
Vertical Marketing Systems: The Growth of Franchising
196(1)
Advertising and the Communication (Promotion) Element
197(3)
Personal Selling
198(1)
Advertising
198(1)
Direct Marketing
199(1)
Public Relations
199(1)
Collateral Materials
199(1)
Sales Promotion
199(1)
The Marketing Mix in Perspective
200(4)
Research: Gathering Information for Advertising Planning
204(28)
The Need for Research in Marketing and Advertising
206(2)
What Is Marketing Research?
206(2)
What Is Advertising Research?
208(1)
Applying Research to Advertising Decision Making
208(6)
Advertising Strategy Research
209(2)
Developing Creative Concepts
211(1)
Pretesting and Posttesting
212(2)
Steps in the Research Process
214(10)
Step 1: Analyzing the Situation and Defining the Problem
214(1)
Step 2: Conducting Informal (Exploratory) Research
214(2)
Step 3: Establishing Research Objectives
216(1)
Step 4: Conducting Formal Research
217(6)
Step 5: Interpreting and Reporting the Findings
223(1)
Important Issues in Advertising Research
224(8)
Considerations in Conducting Formal Quantitative Research
224(4)
Collecting Primary Data in International Markets
228(4)
Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
232(34)
The Marketing Plan
235(6)
The Importance of Marketing Planning
235(1)
The Effect of the Marketing Plan on Advertising
235(1)
Top-Down Marketing
235(5)
Bottom-Up Marketing: How Small Companies Plan
240(1)
The New Marketing Mantra: Relationship Marketing
241(3)
The Importance of Relationships
242(1)
Levels of Relationships
242(2)
Using IMC to Make Relationships Work
244(5)
IMC: The Concept and the Process
244(3)
The Dimensions of IMC
247(1)
The IMC Approach to Marketing and Advertising Planning
247(2)
The Importance of IMC to the Study of Advertising
249(1)
The Advertising Plan
249(6)
Reviewing the Marketing Plan
249(1)
Setting Advertising Objectives
249(3)
Advertising Strategy and the Creative Mix
252(3)
The Secret to Successful Planning
255(1)
Allocating Funds for Advertising
255(11)
Advertising: An Investment in Future Sales
255(5)
Methods of Allocating Funds
260(3)
The Bottom Line
263(3)
Planning Media Strategy: Finding Links to the Market
266(38)
Media Planning: Integrating Science with Creativity in Advertising
269(9)
The Challenge
269(7)
The Role of Media in the Marketing Framework
276(2)
The Media-Planning Framework
278(1)
Defining Media Objectives
278(7)
Audience Objectives
278(1)
Message-Distribution Objectives
279(4)
Optimizing Reach, Frequency, and Continuity: The Art of Media Planning
283(2)
Developing a Media Strategy: The Media Mix
285(7)
Elements of the Media Mix: The Five Ms
285(1)
Factors That Influence Media Strategy Decisions
286(6)
Stating the Media Strategy
292(1)
Media Tactics: Selecting and Scheduling Media Vehicles
292(12)
Criteria for Selecting Individual Media Vehicles
292(3)
Economics of Foreign Media
295(1)
The Synergy of Mixed Media
295(1)
Methods for Scheduling Media
296(1)
Computers in Media Selection and Scheduling
297(7)
Part Three Integrating Advertising with Other Elements of the Communications Mix
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
304(32)
The Importance of Relationship Marketing and IMC
307(1)
Understanding Direct Marketing
307(2)
The Role of Direct Marketing in IMC
309(5)
The Evolution of Direct Marketing
309(1)
The Impact of Databases on Direct Marketing
310(1)
The Importance of Direct Marketing to IMC
311(2)
Drawbacks to Direct Marketing
313(1)
Types of Direct Marketing Activities
314(4)
Direct Sales
314(1)
Direct-Response Advertising
315(3)
Personal Selling: The Human Medium
318(3)
Types of Personal Selling
319(1)
Advantages of Personal Selling
320(1)
Drawbacks of Personal Selling
320(1)
The Role of Personal Selling in IMC
321(2)
Gathering Information
321(1)
Providing Information
321(1)
Fulfilling Orders
321(1)
Building Relationships
322(1)
The Role of Sales Promotion in IMC
323(2)
The Positive Effect of Sales Promotion on Brand Volume
324(1)
The Negative Effect of Sales Promotion on Brand Value
324(1)
Sales Promotion Strategies and Tactics
325(11)
Giving Brands a Push with Trade Promotions
326(2)
Using Consumer Promotions to Pull Brands Through
328(8)
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
336(34)
The Role of Public Relations
338(4)
The Difference between Advertising and Public Relations
339(1)
Advertising and PR in the Eyes of Practitioners
340(2)
The Public Relations Job
342(7)
PR Planning and Research
342(1)
Reputation Management
342(3)
Other Public Relations Activities
345(2)
Public Relations Tools
347(2)
Sponsorships and Events
349(9)
The Growth of Sponsorship
350(1)
Benefits of Sponsorship
351(1)
Drawbacks of Sponsorship
352(1)
Types of Sponsorship
352(4)
Methods of Sponsorship
356(1)
Measuring Sponsorship Results
357(1)
Corporate Advertising
358(12)
Public Relations Advertising
358(1)
Corporate/Institutional Advertising
358(6)
Corporate Identity Advertising
364(1)
Recruitment Advertising
364(6)
Part Four Creating Advertisements and Commercials
Creative Strategy and the Creative Process
370(34)
The Creative Team: The Authors and Encoders of Advertising
373(1)
What Makes Great Advertising?
373(2)
The Resonance Dimension
374(1)
The Relevance Dimension
375(1)
Formulating Advertising Strategy: The Key to Great Creative
375(4)
Writing the Creative Brief (Copy Platform)
376(2)
Elements of Message Strategy
378(1)
How Creativity Enhances Advertising
379(5)
What Is Creativity?
379(1)
The Role of Creativity in Advertising
379(3)
Understanding Creative Thinking
382(2)
The Creative Process
384(1)
The Explorer Role: Gathering Information
384(1)
Develop an Insight Outlook
385(1)
Know the Objective
385(1)
Brainstorm
385(1)
The Artist Role: Developing and Implementing the Big Idea
385(9)
Task 1: Develop the Big Idea
385(5)
Task 2: Implement the Big Idea
390(1)
The Creative Pyramid: A Guide to Formulating Copy and Art
391(3)
The Judge Role: Decision Time
394(2)
The Warrior Role: Overcoming Setbacks and Obstacles
396(8)
Creative Execution: Art and Copy
404(34)
Delivering on the Big Idea: The Visual and the Verbal
406(1)
The Art of Creating Print Advertising
406(11)
Designing the Print Ad
406(1)
The Use of Layouts
407(1)
Advertising Design and Production: The Creative and Approval Process
408(2)
Effect of Computers on Graphic Design
410(1)
Principles of Design: Which Design Formats Work Best
410(1)
The Use of Visuals in Print Advertising
411(6)
Copywriting and Formats for Print Advertising
417(7)
Headlines
417(4)
Subheads
421(1)
Body Copy
421(3)
Slogans
424(1)
Seals, Logos, and Signatures
424(1)
Copywriting for Electronic Media
424(2)
Writing Radio Copy
424(1)
Writing Television Copy
425(1)
The Role of Art in Radio and TV Advertising
426(6)
Developing the Artistic Concept for Commercials
427(1)
Formats for Radio and TV Commercials
427(4)
Basic Mechanics of Storyboard Development
431(1)
Writing for the Web
432(1)
Creating Ads for International Markets
433(5)
Translating Copy
433(2)
Art Direction for International Markets
435(1)
Legal Restraints on International Advertisers
435(3)
Producing Ads for Print, Electronic, and Digital Media
438(40)
Managing the Advertising Production Process
440(4)
The Role of the Production Manager or Producer
440(1)
Managing Production Costs
441(3)
The Print Production Process
444(8)
The Preproduction Phase: Planning the Project
445(3)
The Production Phase: Creating the Artwork
448(3)
The Prepress Phase: Stripping, Negs, and Plates
451(1)
The Duplication and Distribution Phase: Printing, Binding, and Shipping
452(1)
Quality Control in Print Production
452(8)
Production Phase Quality Issues
452(1)
Prepress Quality Issues
452(8)
The Radio Commercial Production Process
460(2)
Preproduction
460(1)
Production: Cutting the Spot
461(1)
Postproduction: Finishing the Spot
462(1)
The Television Commercial Production Process
462(7)
The Role of the Commercial Producer
462(1)
The Preproduction Phase
463(2)
Production: The Shoot
465(2)
Postproduction
467(2)
Producing Advertising for Digital Media
469(9)
The Emergence of Digital Media
469(2)
The Role of Digital Media in Advertising
471(1)
The People Who Produce Digital Media Advertising
472(1)
The Production Process
472(6)
Part Five Using Advertising Media
Using Print Media
478(30)
The Role of the Print Media Buyer
480(1)
Using Magazines in the Creative Mix
481(9)
The Pros and Cons of Magazine Advertising
481(1)
Special Possibilities with Magazines
482(2)
How Magazines Are Categorized
484(6)
Buying Magazine Space
490(4)
Understanding Magazine Circulation
490(2)
Reading Rate Cards
492(1)
Software for Buying Print Media
493(1)
Using Newspapers in the Creative Mix
494(4)
Who Uses Newspapers?
494(1)
The Pros and Cons of Newspaper Advertising
494(1)
How Newspapers Are Categorized
495(2)
Types of Newspaper Advertising
497(1)
How Advertisers Buy Newspaper Space
498(4)
Understanding Readership and Circulation
498(3)
Co-ops and Networks
501(1)
Insertion Orders and Tearsheets
502(1)
Print: A Worldwide Medium
502(2)
Print Media and New Technologies
504(1)
Sources of Print Media Information
504(4)
Using Electronic Media: Television and Radio
508(30)
The Medium of Television
510(11)
Broadcast TV
510(1)
Cable TV
511(1)
TV Audience Trends
512(3)
The Use of Television in IMC
515(1)
Types of TV Advertising
515(6)
TV Audience Measurement
521(4)
Rating Services: The Book
521(1)
Cable Ratings
521(1)
Defining Television Markets
522(2)
Dayparts
524(1)
Audience Measures
524(1)
Gross Rating Points
524(1)
Buying Television Time
525(2)
Requesting Avails
525(1)
Selecting Programs for Buys
525(1)
Negotiating Prices and Contracts
526(1)
Electronic Media Buying Software
527(1)
Other Forms of Television
527(1)
Advertising on Video Rentals
527(1)
The Medium of Radio
528(3)
Who Uses Radio?
528(1)
The Use of Radio in IMC
528(1)
Radio Programming and Audiences
529(2)
Buying Radio Time
531(7)
Types of Radio Advertising
531(1)
Radio Terminology
532(2)
The Seven Steps in Preparing a Radio Schedule
534(4)
Using Digital Interactive Media and Direct Mail
538(38)
Digital Interactive Media
540(3)
The Internet as a Medium
543(16)
The Evolution of the Internet
543(7)
The Internet Audience
550(2)
How People Access the Net
552(1)
Types of Internet Advertising
553(4)
Problems with the Internet as an Advertising Medium
557(1)
Using the Internet in IMC
557(2)
Measuring the Internet Audience
559(2)
Seeking Standardization
559(1)
The Promise of Enhanced Tracking
560(1)
Buying Time and Space on the Internet
561(3)
Pricing Methods
561(1)
The Cost of Targeting
562(2)
Stretching Out the Dollars
564(1)
The Global Impact of the Internet
564(1)
Other Interactive Media
565(1)
CD-ROM Catalogs and Magazines
565(1)
Kiosks
565(1)
Interactive TV
565(1)
Direct-Mail Advertising: The Addressable Medium
566(10)
Growth of Direct Mail
568(1)
Types of Direct-Mail Advertising
568(1)
Using Direct Mail in the Media Mix
569(1)
Buying Direct-Mail Advertising
570(6)
Using Out-of-Home, Exhibitive, and Supplementary Media
576(28)
Out-of-Home Media
578(1)
Outdoor Advertising
579(10)
Standardization of the Outdoor Advertising Business
579(1)
Types of Outdoor Advertising
580(2)
Buying Outdoor Advertising
582(7)
Regulation of Outdoor Advertising
589(1)
Transit Advertising
589(5)
Types of Transit Advertising
590(2)
Buying Transit Advertising
592(2)
Other Out-of-Home Media
594(1)
Mobile Billboards
594(1)
Electronic Signs and Display Panels
594(1)
Parking Meters and Public Phones
594(1)
Exhibitive Media
594(4)
Product Packaging
594(2)
Trade-Show Booths and Exhibits
596(2)
Supplementary Media
598(6)
Specialty Advertising
598(1)
Directories and Yellow Pages
599(1)
Emerging Media
600(4)
Epilogue Re-Positioning a Brand: MasterCard's ``Priceless'' Campaign 604
Appendix A Marketing Plan Outline 1(1)
Appendix B Advertising Plan Outline
Important Terms
End Notes 1(1)
Credits and Acknowledgments 1(1)
Name Index 1(4)
Company and Brand Index 5
Subject Index 2


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