9780072415445

Contemporary Advertising

by
  • ISBN13:

    9780072415445

  • ISBN10:

    0072415444

  • Edition: 8th
  • Format: Hardcover
  • Copyright: 7/1/2001
  • Publisher: McGraw Hill (Tx)
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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 2(126)
The Dimensions of Advertising
4(42)
The Economic, Social, and Regulatory Aspects of Advertising
46(44)
The Scope of Advertising: From Local to Global
90(38)
Part Two Crafting Marketing and Advertising Strategies 128(172)
Marketing and Consumer Behavior: The Foundations of Advertising
130(32)
Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
162(36)
Research: Gathering Information for Advertising Planning
198(30)
Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
228(36)
Planning Media Strategy: Finding Links to the Market
264(36)
Part Three Integrating Advertising with Other Elements of the Communications Mix 300(66)
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
302(32)
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
334(32)
Part Four Creating Advertisements and Commercials 366(108)
Creative Strategy and the Creative Process
368(34)
Creative Execution: Art and Copy
402(32)
Producing Ads for Print, Electronic, and Digital Media
434(40)
Part Five Using Advertising Media 474(131)
Using Print Media
476(30)
Using Electronic Media: Television and Radio
506(32)
Using Digital Interactive Media and Direct Mail
538(40)
Using Out-of-Home, Exhibitive, and Supplementary Media
578(27)
Epilogue Re-Positioning a Brand: MasterCard's ``Priceless'' Campaign 605
Appendix A Marketing Plan Outline A1
Appendix B Advertising Plan Outline B
Important Terms IT
End Notes EN1
Credits and Acknowledgments CA
Name Index IN1
Company and Brand Index IN5
Subject Index IN10

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