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Contemporary Advertising, 11/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.
Table of Contents
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 of Advertising Strategy
Research: Gathering Information for Advertising Planning
Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Planning Media Strategy: Finding Links to the Market
Integrating Advertising With Other Elements of the Communication Mix
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
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 and Direct Mail
Using Out-of-Home, Exhibitive, and Supplemental Media
Table of Contents provided by Publisher. All Rights Reserved.