#marketplace, .navbar, .container, .container-fluid, #media, #category, #ewards, #careers, .blueHeroSearchContainer, #photoHeroBanner, #etextbooks-page-2015, .slider-arrow, #books-page-2015, #my-account-wrapper-2015 {display:none;} .noscriptmsg p, .noscriptmsg h1 {color: #000;} body {background-color: #ccc !important; font-size: 14px; }

We're sorry, but eCampus.com doesn't work properly without JavaScript.

Either your device does not support JavaScript or you do not have JavaScript enabled.

How to enable JavaScript in your browser.

Need help? Call 1-855-252-4222

Rent now promotional banner

Rent More, Save More! Use code: ECRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Contemporary Advertising book cover, ISBN 9781266854835

Contemporary Advertising

by Arens, William; Weigold, Michael

ISBN13: 9781266854835
ISBN10: 1266854835
eBook ISBN(s): 9781264724031, 9781266855801
Additional ISBN(s): 9781264020713
Edition: 17th
Format: Loose-leaf
Copyright: 2023-06-22
Publisher: McGraw Hill

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
In-Store Credit: $18.48

Check/Direct Deposit: $17.60

Sell Book
1. Contemporary Advertising > ISBN13: 9781266854835

List Price: ~~$199.45~~ Save up to $118.20

Rent Book $171.01

Free Shipping

Rent Textbook Options

TERM

PRICE

DUE

Quarter

$171.01

May 29

USUALLY SHIPS IN 3-4 BUSINESS DAYS

*This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping cart.

Buy New
$198.45

Add to Cart Free Shipping

USUALLY SHIPS IN 3-4 BUSINESS DAYS

Digital
$81.25*

Rent Digital Options

DURATION

PRICE

Online: 180 Days

Downloadable: 180 Days - VitalSource

$81.25*

Online: 365 Days

Downloadable: 365 Days - VitalSource

$100.00*

Online: 1825 Days

Downloadable: Lifetime access - VitalSource

$123.44*

*To support the delivery of the digital material to you, a digital delivery fee of $3.99 will be charged on each digital item.

How To: Textbook Rental

Looking to rent a book? Rent Contemporary Advertising [ISBN: 9781266854835] for the semester, quarter, and short term or search our site for other textbooks by Arens, William; Weigold, Michael. Renting a textbook can save you up to 90% from the cost of buying.

Table of Contents

Chapter 1: Advertising and IMC Today

Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution

Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects

Chapter 4: The Scope of Advertising: From Local to Global

Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC

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

Chapter 7: Research: Gathering Information for IMC Planning

Chapter 8: Marketing and IMC Planning

Chapter 9: Planning Media Strategy: Disseminating the Message

Chapter 10: Creative Strategy and the Creative Process

Chapter 11: Creative Execution: Art and Copy

Chapter 12: Advertising in Print Media

Chapter 13: Using Audio and Video Media

Chapter 14: Using Digital Interactive Media

Chapter 15: Social Media

Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media

Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 18: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Rewards Program