Contemporary Advertising

Front Cover
McGraw-Hill, 2006 - Business & Economics - 614 pages
Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the ‚€œcoffee 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.

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Contents

Part One Advertising Perspectives
4
The Evolution of Advertising
28
Advertising as an Economic Tool The Modern History of Advertising
36
The Economic Social and Regulatory Aspects of Advertising
54
Social Responsibility and Advertising Ethics
71
Federal Regulation of Advertising in North America
80
State and Local Regulation
86
The Ethical and Legal Aspects
93
The Public Relations Job 342 Ad Lab 11B The Public Relations Job
342
Part Four Creating Advertisements and Commercials
370
How Creativity Enhances Advertising
379
Implement the Big Idea
390
Overcoming
402
Producing Ads for Print Electronic and Digital Media
438
The Print Production Process
444
The Radio Commercial
460

Printers and Related Ad Lab
103
The Advertising Agency
108
Video Houses 126 Research Ad Lab
110
The ClientAgency Relationship
122
TopDown BottomUp
135
Part Two Crafting Marketing and Advertising Strategies
136
Interpersonal Influences on Consumer Behavior
157
Determinants
168
Advertising and the Price Element
193
Perspective
200
Steps in the Research Process
214
Important Issues in Advertising Ethical Issues
224
The Marketing Plan
235
Relationship Marketing
241
Allocating Funds for Strategic Use of the Creative Mix
256
Finding Links to the Market
266
Direct Marketing Personal Selling
303
Part Three Integrating Advertising with Other Elements of the Communications Mix
304
duction Process 462 Marketing Considerations Creative
466
Part Five Using Advertising Media
478
Print Media and
504
The Medium of Television
510
Buying Radio Time
531
Using Digital Interactive Media and Direct Mail
538
Using OutofHome Exhibitive and Supplementary Media
576
Other OutofHome Media
594
MasterCards Priceless Campaign
604
Appendix A Marketing Plan Outline
A-1
Important Terms
A-10
Appendix B Advertising Plan Outline
ES-1
Credits and Acknowledgments
ES-19
Name Index
IW-1
Company and Brand Index
IW-12
The Book 521
IW-13
Copyright

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