CART

(0) items

Contemporary Advertising,9780072537727
This item qualifies for
FREE SHIPPING!

FREE SHIPPING OVER $59!

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

Contemporary Advertising

by
Edition:
9th
ISBN13:

9780072537727

ISBN10:
0072537728
Media:
Hardcover
Pub. Date:
11/14/2003
Publisher(s):
McGraw-Hill/Irwin
List Price: $152.46
More New and Used
from Private Sellers
Starting at $5.00

Rent Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

New Textbook

We're Sorry
Sold Out

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

Advertising Perspectives
What is Advertising Today?
The Evolution of Advertising
The Economic, Social and Regulatory Aspects of Advertising
The Scope of Advertising: From Local to Global
Crafting Marketing and Advertising Strategies
Marketing and Consumer Behavior: The Foundations of Advertising
Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Research: Gathering Information for Advertising Planning
Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Planning Media Strategy: Finding Links to the Market
Integrating Advertising With Other Elements of the Communication Mix
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Creating Advertisements and Commercials
Creative Strategy and the Creative Process
Creative Execution: Art and Copy
Producing Ads for Print, Electronic and Digital Media
Using Advertising Media
Using Print Media
Using Electronic Media: Television and Radio
Using Digital Interactive Media and Direct Mail
Using Out-of-Home, Exhibitive, and Supplemental Media
Table of Contents provided by Publisher. All Rights Reserved.


Please wait while the item is added to your cart...