Contemporary Advertising
McGraw Hill Higher Education
978-0-07-288392-3 (ISBN)
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"Contemporary Advertising, 9e", is 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.
Part I:Advertising Perspectives Chapter 1What is Advertising Today? Chapter 2The Evolution of Advertising Chapter 3The Economic, Social and Regulatory Aspects of Advertising Chapter 4The Scope of Advertising: From Local to Global Part II:Crafting Marketing and Advertising Strategies Chapter 5Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9Planning Media Strategy: Finding Links to the Market Part III:Integrating Advertising With Other Elements of the Communication Mix Chapter 10Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part IV:Creating Advertisements and Commercials Chapter 12Creative Strategy and the Creative Process Chapter 13Creative Execution: Art and Copy Chapter 14Producing Ads for Print, Electronic and Digital Media Part V:Using Advertising Media Chapter 15Using Print Media Chapter 16Using Electronic Media: Television and Radio Chapter 17Using Digital Interactive Media and Direct Mail Chapter 18Using Out-of-Home, Exhibitive, and Supplemental Media
| Erscheint lt. Verlag | 1.12.2003 |
|---|---|
| Zusatzinfo | Illustrations, unspecified |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 218 x 281 mm |
| Gewicht | 1818 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-07-288392-8 / 0072883928 |
| ISBN-13 | 978-0-07-288392-3 / 9780072883923 |
| Zustand | Neuware |
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