Contemporary Advertising and Integrated Marketing Communications / Edition 13

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Overview

CONTEMPORARY ADVERTISING, 13e, is one of the best-selling advertising texts in this field. Known as the “coffee 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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Product Details

  • ISBN-13: 9780073530031
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 1/15/2010
  • Edition number: 13
  • Pages: 736
  • Product dimensions: 8.10 (w) x 10.60 (h) x 1.10 (d)

Table of Contents

Part One Advertising Perspectives

1. What is Advertising Today?

2. The Evolution of Advertising

3. The Economic, Social, and Regulatory Aspects of Advertising

4. The Scope of Advertising: From Local to Global
Part Two Crafting Marketing and Advertising Strategies

5. Marketing and Consumer Behavior: The Foundations of Advertising

6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

7. Research: Gathering Information for Advertising Planning

8. Marketing and Advertising Planning

9. Planning Media Strategy: Finding Links to the Market
Part Three Creating Advertisements and Commercials

10. Creative Strategy and the Creative Process

11. Creative Execution: Art and Copy

12. Producing Ads for Print, Electronic, and Digital Media
Part Four Using Advertising Media

13. Using Print Media

14. Using Electronic Media: Television and Radio

15. Using Digital Interactive Media

16. Using Out-of-Home, Exhibitive, and Supplementary Media
Part Five Integrating Advertising

17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Epilogue Repositioning a Brand

Appendix A Marketing Plan Outline

Appendix B Advertising Plan Outline

Important Terms

Endnotes

Credits and Acknowledgments

Name Index

Company Index

Subject Index
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