简介
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 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.
目录
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
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
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