Contemporary Advertising

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  • Edition: 12th
  • Format: Hardcover
  • Copyright: 2008-10-24
  • Publisher: McGraw-Hill/Irwin
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Contemporary Advertising, 12/eis 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

What Is Advertising Today?p. 2
The Evolution of Advertisingp. 28
The Economic, Social, and Regulatory Aspects of Advertisingp. 56
The Scope of Advertising: From Local to Globalp. 98
Marketing and Consumer Behavior: The Foundations of Advertisingp. 138
Market Segmentation ane! the Marketing Mix: Determinants of Advertising Strategyp. 170
Research: Gathering Information for Advertising Planningp. 210
Marketing and Advertising Planningp. 240
Planning MediaStrategy: Finding Links to the Marketp. 276
Creative Strategy and the Creative Processp. 314
Creative Execution: Art and Copyp. 348
Producing Ads for Print, Electronic, and Digital Mediap. 384
Using Print Mediap. 424
Using Electronic Media: Television and Radiop. 454
Using Digital Interactive Mediap. 486
Using Out-of-Home, Exhibitive, and Supplementary Mediap. 520
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotionp. 550
Relationship Building: Public Relations, Sponsorship, and Corporate Advertisingp. 588
Epilogue: Repositioning a Brandp. 620
Marketing Plan Outlinep. 633
Advertising Plan Outlinep. 639
Important Termsp. 643
End Notesp. 668
Table of Contents provided by Blackwell. All Rights Reserved.

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