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Contemporary Advertising
ISBN: 9780073530031 | 0073530034
Edition: 13thFormat: Looseleaf
Publisher: McGraw-Hill/Irwin
Pub. Date: 1/15/2010
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CONTEMPORARY ADVERTISING, 13e, 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) ... MORE
| Advertising Perspectives | |
| What is Advertising Today? | |
| The Evolution of Advertising | |
| The Economic, Social, and Regulatory Aspects of Advertising | |
| The Scope of Advertising: From Local to Global | |
| Crafting Marketing and Advertising Strategies | |
| Marketing and Consumer Behavior: The Foundations of Advertising | |
| Market Segmentation and the Marketing Mix: Determinants... MORE | |
| Research: Gathering Information for Advertising Planning | |
| Marketing and Advertising Planning | |
| Planning Media Strategy: Finding Links to the Market | |
| Creating Advertisements and Commercials | |
| Creative Strategy and the Creative Process | |
| Creative Execution: Art and Copy | |
| Producing Ads for Print, Electronic, and Digital Media | |
| Using Advertising Media | |
| Using Print Media | |
| Using Electronic Media: Television and Radio | |
| Using Digital Interactive Media | |
| Using Out-of-Home, Exhibitive, and Supplementary Media | |
| Integrating Advertising | |
| Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion | |
| Relationship Building: Public Relations, Sponsorship, and Corporate Advertising | |
| Epilogue Repositioning a Brand | |
| Marketing Plan Outline | |
| Advertising Plan Outline | |
| Important Terms | |
| Endnotes | |
| Credits and Acknowledgments | |
| Name Index | |
| Company Index | |
| Subject Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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