Synopses & Reviews
Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.
Synopsis
Contemporary Advertising is perhaps the most popular advertising text on the market. It is known for its current, real-world examples and clear writing style. As a result of market feedback and the author's knowledge of current trends in the field of advertising, the seventh edition places an increased emphasis on Integrated Marketing Communications (IMC) and the role of IMC in planning advertising strategy.
Table of Contents
Part I: Advertising Perspectives Chapter 1: The Dimensions of Advertising Chapter 2: Economic, Social, and Regulatory Aspects of Advertising Chapter 3: The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising Strategies Chapter 4: Marketing and Consumer Behavior: The Foundations of Advertising Chapter 5: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 6: Information Gathering: Inputs to Advertising Planning Chapter 7: Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 8: Planning Media Strategy: Finding Links to the Market Part III:Integrating Advertising With Other Elements of the Communication Mix Chapter 9: Using Direct Marketing and Sales Promotion Chapter 10: Using Personal Selling and Public Relations Activities Part IV: Creating Advertisements and Commercials Chapter 11: Creative Strategy and the Creative Process Chapter 12: Creative Execution: Art and Copy Chapter 13: Producing Ads for Print, Electronic and Digital Media Part V: Using Media Chapter 14: Using Print Media Chapter 15: Using Electronic Media Chapter 16: Using Digital Interactive Media and Direct Mail Chapter 17: Using Out-of-Home, Exhibitive and Supplemental Media