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Contemporary Advertising
ISBN: 9780256262537 | 0256262535
Edition: 7thFormat: Hardcover
Publisher: McGraw-Hill College
Pub. Date: 7/1/1998
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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 (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
| Part One Advertising Perspectives | 4 | (116) | |||
| 4 | (38) | |||
| ... MORE | (38) | |||
| 80 | (40) | |||
| Part Two Crafting Marketing and Advertising Strategies | 120 | (158) | |||
| 120 | (28) | |||
| 148 | (34) | |||
| 182 | (28) | |||
| 210 | (32) | |||
| 242 | (36) | |||
| Part Three Integrating Advertising with Other Elements of the Communications Mix | 278 | (62) | |||
| 278 | (30) | |||
| 308 | (32) | |||
| Part Four Creating Advertisements and Commercials | 340 | (102) | |||
| 340 | (30) | |||
| 370 | (34) | |||
| 404 | (38) | |||
| Part Five Using Advertising Media | 442 | (118) | |||
| 442 | (30) | |||
| 472 | (30) | |||
| 502 | (32) | |||
| 534 | (26) | |||
| Epilogue: The Complete Campaign: Toyota Everyday | 560 | ||||
| Advertising Resources | R | ||||
| Reference Library | R1 | ||||
| Appendix A: Marketing Plan Outline | A | ||||
| Appendix B: Advertising Plan Outline | B | ||||
| Appendix C: Integrated Marketing Communications Plan Outline | C | ||||
| Appendix D: Career Planning in Advertising | D1 | ||||
| Appendix E: Industry Resources | E1 | ||||
| Important Terms | IT | ||||
| End Notes | EN1 | ||||
| Credits and Acknowledgments | CR1 | ||||
| Name Index | IN1 | ||||
| Company and Brand Index | IN6 | ||||
| Subject Index | IN10 |
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