Essentials of Contemporary Advertising / Edition 2 available in Paperback
Essentials of Contemporary Advertising, 2/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 is 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.
|Edition description:||New Edition|
|Product dimensions:||8.50(w) x 10.90(h) x 0.90(d)|
Table of Contents
Part One An Introduction to AdvertisingChapter 1 Advertising Yesterday, Today and TomorrowChapter 2 The Economic, Social, and Regulatory Aspects of AdvertisingChapter 3 Business of Advertising
Part Two Understanding the Target AudienceChapter 4 Segmentation, Targeting, and the Marketing MixChapter 5 Communication and Consumer Behavior
Part Three The Planning ProcessChapter 6 Account Planning and ResearchChapter 7 Developing Marketing and Advertising Plans
Part Four The Creative ProcessChapter 8 Creative Strategy and the Creative ProcessChapter 9 Creative Execution: Art and CopyChapter 10 Producing Ads for Print, Electronic, and Digital Media
Part Five Reaching the Target AudienceChapter 11 Print AdvertisingChapter 12 Electronic Media: Television and RadioChapter 13 Digital Interactive Media and Direct MailChapter 14 Out-of-Home, Direct-Mail and Specialty Advertising
Part Six Integrating Marketing Communications ElementsChapter 15 Media Planning and BuyingChapter 16 IMC: Direct Marketing, Personal Selling and Sales PromotionChapter 17 IMC: Public Relations, Sponsorship, and Corporate AdvertisingGlossaryEndnotesCredits and Acknowledgments Name IndexCompany IndexSubject Index
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