Pub. Date:
McGraw-Hill Higher Education
Contemporary Advertising / Edition 6

Contemporary Advertising / Edition 6

by William F. Arens, Jack J. WhiddenWilliam F. Arens


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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.

Product Details

ISBN-13: 9780256182576
Publisher: McGraw-Hill Higher Education
Publication date: 10/28/1995
Series: Irwin Series in Marketing
Edition description: Older Edition
Pages: 656

Table of Contents

Part I: Advertising Perspectives
Chapter 1 The Dimensions of Advertising
Chapter 2 Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Scope of Advertising: From Local to Global
Part II: Crafting Marketing and Advertising Strategies
Chapter 4 Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Chapter 6 Information Gathering: Inputs to Advertising Planning
Chapter 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Chapter 8 Planning Media Strategy: Finding Links to the Market
Part III: Integrating Advertising With Other Elements of the Communications Mix
Chapter 9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Part IV: Creating Advertisements and Commercials
Chapter 11 Creative Strategy and the Creative Process
(and more...)

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