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
Century
37
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
93
The Advertisers The Clients
99
The Advertising Agency
108
Developing the Artistic Concept
427
Creating Ads for International
433
The Print Production Process
444
Cutting the Spot
461
Producing Advertising for Digital ClosedCircuit Programming
468
Part Five
476
Part Five Using Advertising Media
478
SHOR
484

TopDown BottomUp
135
Part Two Crafting Marketing and Advertising Strategies
136
Interpersonal Influences on Consumer Behavior
157
Determinants
168
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
Finding Links to the Market
266
Direct Marketing Personal Selling
303
Part Three Integrating Advertising with Other Elements of the Communications Mix
304
Reputation Management 342 Portfolio Review
347
Part Four
368
Part Four Creating Advertisements and Commercials
370
13
404
O MELBO
490
How Newspapers
497
Print Media and
504
Buying Radio Time
531
Using Digital Interactive Media and Direct Mail
538
Measuring the Internet Audience
559
Other Interactive Media
565
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
Copyright

Other editions - View all

Bibliographic information