9780073136660

Essentials of Contemporary Advertising, 1/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

Part One An Introduction to Advertising
Chapter 1 Advertising Today and How We Got Here
Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Advertising Industry
Part Two Understanding the Target Audience
Chapter 4 Segmentation, Targeting, and the Marketing Mix
Chapter 5 Communication and Consumer Behavior
Part Three The Planning Process
Chapter 6 Account Planning and Research
Chapter 7 Developing Marketing and Advertising Plans
Part Four The Creative Process
Chapter 8 Creative Strategy and the Creative Process
Chapter 9 Creative Execution: Art and Copy
Chapter 10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target Audience
Chapter 11 Print Advertising
Chapter 12 Electronic Media: Television and Radio
Chapter 13 Digital Interactive Media and Direct Mail
Chapter 14 Out-of-Home, Trade Shows, and Supplementary Media
Part Six Integrating Marketing Communications Elements
Chapter 15 Media Planning and Buying
Chapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales Promotion
Chapter 17 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

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Essentials of Contemporary Advertising

Essentials of Contemporary Advertising

0073136662

Summary

Table of Contents

Chapter 1 Advertising Today and How We Got Here

Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising

Chapter 3 The Advertising Industry

Part Two Understanding the Target Audience

Chapter 4 Segmentation, Targeting, and the Marketing Mix

Chapter 5 Communication and Consumer Behavior

Part Three The Planning Process

Chapter 6 Account Planning and Research

Chapter 7 Developing Marketing and Advertising Plans

Part Four The Creative Process

Chapter 8 Creative Strategy and the Creative Process

Chapter 9 Creative Execution: Art and Copy

Chapter 10 Producing Ads for Print, Electronic, and Digital Media

Part Five Reaching the Target Audience

Chapter 11 Print Advertising

Chapter 12 Electronic Media: Television and Radio

Chapter 13 Digital Interactive Media and Direct Mail

Chapter 14 Out-of-Home, Trade Shows, and Supplementary Media

Part Six Integrating Marketing Communications Elements

Chapter 15 Media Planning and Buying

Chapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales Promotion

Chapter 17 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Supplemental Materials