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Contemporary Advertising w/ AdSim CD-ROM,9780073049700
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Contemporary Advertising w/ AdSim CD-ROM

by
Edition:
9th
ISBN13:

9780073049700

ISBN10:
0073049700
Format:
Hardcover
Pub. Date:
8/12/2004
Publisher(s):
McGraw-Hill/Irwin
List Price: $169.00
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Summary

Contemporary Advertising, 9e, 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.AdSim is an Advertising Simulation set in the consumer electronics industry where students are required to make decisions about Agency selection; Brand positioning and messages; Media Selection, including traditional and non-traditional; Market Research, both ordering and interpreting; and Budgeting. This simulation, created by SmartSims, provides a highly engaging means of developing a real understanding and appreciation of the fundamentals and dynamics of communications, advertising and promotion in business. ADSim challenges students to apply recently learned concepts, principles and explained practices in development of overall communications, advertising and promotion campaigns, whether against the computer in the Single-Player version or in direct competition with their peers in the Multi-Player version.AdSim for Arens is a learning companion to Contemporary Advertising, 9/e by William Arens and has been modeled on the US Portable CD-Player Market. Using this simulation, students will develop:- An understanding of the factors involved in the development of an advertising and promotion in a highly competitive market.- Insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget.- Insights into the importance market and media research.- Insights into the importance of creativity and creative choices in advertising.- Critical decision-making and team participation skills in an interactive learning environment.

Table of Contents

Part I: Advertising Perspectives

Chapter 1 What is Advertising Today?

Chapter 2 The Evolution of Advertising

Chapter 3 The Economic, Social and Regulatory Aspects of Advertising

Chapter 4 The Scope of Advertising: From Local to Global

Part II: Crafting Marketing and Advertising Strategies

Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising

Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Chapter 7 Research: Gathering Information for Advertising Planning

Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC

Chapter 9 Planning Media Strategy: Finding Links to the Market

Part III: Integrating Advertising With Other Elements of the Communication Mix

Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Part IV: Creating Advertisements and Commercials

Chapter 12 Creative Strategy and the Creative Process

Chapter 13 Creative Execution: Art and Copy

Chapter 14 Producing Ads for Print, Electronic and Digital Media

Part V: Using Advertising Media

Chapter 15 Using Print Media

Chapter 16 Using Electronic Media: Television and Radio

Chapter 17 Using Digital Interactive Media and Direct Mail

Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media



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