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9780073136660

Essentials of Contemporary Advertising

by ;
  • ISBN13:

    9780073136660

  • ISBN10:

    0073136662

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2006-03-14
  • Publisher: McGraw-Hill/Irwin
  • View Upgraded Edition

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Supplemental Materials

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Summary

Essentials of Contemporary Advertising, 1/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.

Table of Contents

Part One An Introduction to Advertising

Chapter 1 Advertising Today and How We Got Here

Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising

Chapter 3 The Advertising Industry

Part Two Understanding the Target Audience

Chapter 4 Segmentation, Targeting, and the Marketing Mix

Chapter 5 Communication and Consumer Behavior

Part Three The Planning Process

Chapter 6 Account Planning and Research

Chapter 7 Developing Marketing and Advertising Plans

Part Four The Creative Process

Chapter 8 Creative Strategy and the Creative Process

Chapter 9 Creative Execution: Art and Copy

Chapter 10 Producing Ads for Print, Electronic, and Digital Media

Part Five Reaching the Target Audience

Chapter 11 Print Advertising

Chapter 12 Electronic Media: Television and Radio

Chapter 13 Digital Interactive Media and Direct Mail

Chapter 14 Out-of-Home, Trade Shows, and Supplementary Media

Part Six Integrating Marketing Communications Elements

Chapter 15 Media Planning and Buying

Chapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales Promotion

Chapter 17 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.

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