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.

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
Determining the Type
13
Implementing Marketing Strategy Portfolio Review
20
The Evolution of Advertising
28
The Economic Social and Regulatory Aspects of Advertising
54
Social Responsibility and Advertising Ethics
71
Federal Regulation of Advertising in North America
80
The Ethical and Legal Aspects
93
The Human Medium
318
Sales Promotion Strategies Negative
324
Part Four
368
Part Four Creating Advertisements and Commercials
370
How Creativity Enhances Advertising
379
Implement the Big Idea
390
Decision
402
Portfolio Review
431

The Advertisers The Clients
99
The Advertising Agency
109
The Media of Advertising 127 Ethical Issues
130
Part Two Crafting Marketing and Advertising Strategies
136
Personal Processes in Consumer Behavior
147
Interpersonal Influences on Consumer Behavior
157
Consumer Behavior 162 Ethical Issues
163
Strategy
168
tion Promotion Element 197 A Dog of a Job 180
195
Gathering Information for Advertising Planning 20
204
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
Finding Links to the Market
266
The Media Mix
285
Selecting and Off the Fence 272
292
of the Communications Mix
302
Part Three Integrating Advertising with Other Elements of the Communications Mix
306
The Role of Direct Marketing in IMC
309
Producing Ads for Print Electronic and Digital Media
438
The Print Production Process
444
Ad Lab 14A
463
Media
469
Part Five Using Advertising Media
478
Print Media and
504
Buying Radio Time
531
Using Digital Interactive Media and Direct Mail
538
Seeking Standardization 559 The Promise of Enbanced Tracking
560
Growth of Direct Mail
568
Using OutofHome Exhibitive and Supplementary Media
576
MasterCards Priceless Campaign
604
Appendix A Marketing Plan Outline
A-1
Appendix B Advertising Plan Outline
IC-5
End Notes
ES-1
Credits and Acknowledgments
ES-19
Name Index
IW-1
Company and Brand Index
IW-12
The Book 521
IW-13
Copyright

Other editions - View all

Bibliographic information