Contemporary Advertising with PowerWeb and CD-ROM

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  • Edition: 8th
  • Format: Hardcover
  • Copyright: 8/13/2001
  • Publisher: McGraw-Hill/Irwin
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Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.

Table of Contents

Part One Advertising Perspectives 2(126)
The Dimensions of Advertising
The Economic, Social, and Regulatory Aspects of Advertising
The Scope of Advertising: From Local to Global
Part Two Crafting Marketing and Advertising Strategies 128(172)
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
Part Three Integrating Advertising with Other Elements of the Communications Mix 300(66)
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Part Four Creating Advertisements and Commercials 366(108)
Creative Strategy and the Creative Process
Creative Execution: Art and Copy
Producing Ads for Print, Electronic, and Digital Media
Part Five Using Advertising Media 474(131)
Using Print Media
Using Electronic Media: Television and Radio
Using Digital Interactive Media and Direct Mail
Using Out-of-Home, Exhibitive, and Supplementary Media
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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