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Contemporary Advertising
ISBN: 9780072964721 | 0072964723
Edition: 10thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 4/25/2005
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Contemporary Advertising, 10/e, 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 (IM... MORE
Part I: Advertising PerspectivesChapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of AdvertisingChapter 4 The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising StrategiesChapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Inform... MORE
Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of AdvertisingChapter 4 The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising StrategiesChapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Inform... MORE
Chapter 4 The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising StrategiesChapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Inform... MORE
Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Inform... MORE
Chapter 7 Research: Gathering Inform... MORE
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