Contemporary advertising / William F. Arens.
Material type:
TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston, Mass. : McGraw-Hill, c2006.Edition: Tenth editionDescription: xl, 614 [80] p. ; color illustrations ; 28 cmISBN: - 9780071115377
- 659.1 Ar33c 2006 20
- CIR HF 5821 A74c 2006
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Cavite State University - CCAT Campus | Book | GCS | CIR HF 5821 A74c 2006 (Browse shelf(Opens below)) | 1 | Available | R0009155 |
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| CIR HF5691 L38 2018 Business Mathematics / | CIR HF 5694 S64 2014 Maths & English for business administration : graduated exercises and practice exam / | CIR HF 5718 B66 2012 Communicate with confidence! : how to say it right the first time and every time / | CIR HF 5821 A74c 2006 Contemporary advertising / | CIR HF5821 A38 2017 Advertising management : theory and practice / | CIR HF 5823 B45 2004 Advertising and promotion : an integrated marketing communications perspective / | CIR HF 5823 B45 2004 Advertising and promotion : an integrated marketing communications perspective / |
Includes bibliographical references and index.
Part I: Advertising Perspectives Chapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of Advertising Chapter 4 The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising Strategies Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part III: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part IV: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part V: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Contemporary Advertising, 10/e, 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 authors 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.
In English text
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