Essentials of Contemporary Advertising

by ARENS

• ISBN13: 9780073380971
• ISBN10: 0073380970
• Edition: 2nd
• Format: Paperback
• Copyright: 2008-04-16
• Publisher: McGraw-Hill/Irwin

Summary

Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

Author Biography

Michael F. Weigold is a professor of Advertising in the College of Journalism and Communications at the University of Florida.

Table of Contents

An Introduction to Advertising

Advertising Yesterday, Today and Tomorrow

The Economic, Social, and Regulatory Aspects of Advertising

Business of Advertising

Understanding the Target Audience

Segmentation, Targeting, and the Marketing Mix

Communication and Consumer Behavior

The Planning Process

Account Planning and Research

Developing Marketing and Advertising Plans

The Creative Process

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Reaching the Target Audience

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media and Direct Mail

Out-of-Home, Direct-Mail and Specialty Advertising

Integrating Marketing Communications Elements

Media Planning and Buying

IMC: Direct Marketing, Personal Selling and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Glossary

Endnotes

Credits and Acknowledgments

Name Index Company

Index Subject

Index

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