9780073380971

Essentials of Contemporary Advertising

by
  • ISBN13:

    9780073380971

  • ISBN10:

    0073380970

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

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Supplemental Materials

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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
Table of Contents provided by Publisher. All Rights Reserved.

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