Contemporary Advertising

Front Cover
McGraw-Hill, 2005 - 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.

What people are saying - Write a review

Review: Contemporary Advertising [With Student Survey]

User Review  - Lori Moore - Goodreads

This is a good text that I've used to teach this course as a Graduate level Marketing Course specializing in Advertising. Read full review

Contents

Part One Advertising Perspectives
4
Part Two Crafting Marketing and Advertising Strategies
136
Strategy
168
Part Three Integrating Advertising with Other Elements of the Communications Mix
304
Part Four Creating Advertisements and Commercials
370
Part Five Using Advertising Media
478
MasterCards Priceless Campaign
604
Appendix A Marketing Plan Outline
647
Finding Links to the Market
266
The Media Mix
285
Selecting
292
Direct Marketing Personal Selling
304
Types of Direct Marketing Activities
314
The Role of Personal Selling in IMC
321
Creative Strategy and the Creative Process
370
How Creativity Enhances Advertising
379

Credits and Acknowledgments
666
Name Index
682
What Is Advertising Today?
4
Determining the Type
13
The Evolution of Advertising
28
The Effects What Kills Bugs Dead?
50
The Social Impact of Advertising
62
Social Responsibility and Advertising Ethics
71
Federal Regulation of Advertising in North America
80
The Ethical and Legal Aspects of Adversarial
93
The Advertisers The Clients
99
The Advertising Agency
108
Digital Interactive Checklist
130
The Key Participants in the Marketing Process
143
Interpersonal Influences on Consumer Behavior
157
Consumer Behavior 162 Ethical Issues
163
The Target Marketing Process
183
Advertising and the Price Element
193
Perspective
200
The Need for Research in Marketing and Advertising
206
Steps in the Research Process
214
Important Issues in Advertising Ethical Issues
224
TopDown BottomUp
232
Relationship Marketing
241
Allocating Funds for Strategic Use of the Creative Mix
256
The Creative Pyra m
388
Decision
394
Alt and Copy
404
Developing the Artistic Concept 412
427
Writing for the Web 432 Checklist
433
The Print Production Process
444
The Radio Commercial
460
Producing Advertising for Digital ClosedCircuit Programming
468
Using Print Media
478
Using Newspapers in the Ad Lab 15B
484
Ethical Issues
501
Sources of Print Media The Pros and Cons of Broadcast
513
The Medium of Radio
528
Using Digital Interactive Media and Direct Mail
538
Measuring the Internet Audience
559
The a Stranger?
569
Using OutofHome Exhibitive and Supplementary Media
576
Other OutofHome Media
594
MasterCards Priceless Campaign
604
Appendix A Marketing Plan Outline
615
Important Terms
624
End Notes
647
Credits and Acknowledgments
666
Company and Brand Index
682
Copyright

Other editions - View all

Bibliographic information