Pub. Date:
McGraw-Hill Companies, The
Contemporary Advertising with Powerweb and CD-ROM / Edition 9

Contemporary Advertising with Powerweb and CD-ROM / Edition 9

by William F. ArensWilliam F. Arens

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Contemporary Advertising, 9e, 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: 9780072883923
Publisher: McGraw-Hill Companies, The
Publication date: 11/04/2003
Edition description: Older Edition
Pages: 736
Product dimensions: 8.76(w) x 11.06(h) x 1.24(d)

Table of Contents

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

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