Contemporary Advertising & Integrated Marketing Communications

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Contemporary Advertising & Integrated Marketing Communications

Format:  Loose Leaf,

736 pages

Publisher: Irwin/McGraw-Hill

Publish Date: Jan 2010

ISBN-13: 9780073530031

ISBN-10: 0073530034

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Book Information

The following content was provided by the publisher.
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.

Specifications

Author:
Author:
Publisher: Irwin/McGraw-Hill
Publish Date: Jan 2010
ISBN-13: 9780073530031
ISBN-10: 0073530034
Format: Loose Leaf
Number of Pages: 736
Shipping Weight (in pounds): 3.5
Product in Inches (L x W x H): 8.2 x 1.1 x 10.7

Chapter outline

Advertising Perspectives
What is Advertising Today?
The Evolution of Advertising
The Economic, Social, and Regulatory Aspects of Advertising
The Scope of Advertising: From Local to Global
Crafting Marketing and Advertising Strategies
Marketing and Consumer Behavior: The Foundations of Advertising
Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Research: Gathering Information for Advertising Planning
Marketing and Advertising Planning
Planning Media Strategy: Finding Links to the Market
Creating Advertisements and Commercials
Creative Strategy and the Creative Process
Creative Execution: Art and Copy
Producing Ads for Print, Electronic, and Digital Media
Using Advertising Media
Using Print Media
Using Electronic Media: Television and Radio
Using Digital Interactive Media
Using Out-of-Home, Exhibitive, and Supplementary Media
Integrating Advertising
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Epilogue Repositioning a Brand
Marketing Plan Outline
Advertising Plan Outline
Important Terms
Endnotes
Credits and Acknowledgments
Name Index
Company Index
Subject Index

Book description

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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