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McGraw-Hill Companies,Inc.
Essentials of Contemporary Advertising / Edition 2

Essentials of Contemporary Advertising / Edition 2

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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.

Product Details

ISBN-13: 9780073380971
Publisher: McGraw-Hill Companies,Inc.
Publication date: 04/16/2008
Edition description: New Edition
Pages: 592
Product dimensions: 8.50(w) x 10.90(h) x 0.90(d)

Table of Contents

Part One An Introduction to Advertising

Chapter 1 Advertising Yesterday, Today and Tomorrow

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

Chapter 3 Business of Advertising
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, Direct-Mail and Specialty Advertising
Part Six Integrating Marketing Communications Elements

Chapter 15 Media Planning and Buying

Chapter 16 IMC: Direct Marketing, Personal Selling and Sales Promotion

Chapter 17 IMC: Public Relations, Sponsorship, and Corporate Advertising



Credits and Acknowledgments

Name Index

Company Index

Subject Index

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