Contemporary Advertising 15th Edition, (Ebook PDF)

Contemporary Advertising 15th Edition, (Ebook PDF) – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 1259548155
• ISBN-13 ‏ : ‎ 978-1259548154
• Author: William F. Arens (Author)

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.”

Table contents:

Part One: Advertising Perspectives

Chapter 1: Advertising and IMC Today

Chapter 2: The Big Picture: The Evolution of IMC

Chapter 3: The Big Picture: Economic and Regulatory Aspects

Chapter 4: The Scope of Advertising: From Local to Global

Part Two: 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 Campaign Strategy

Chapter 7: Research: Gathering Information for IMC Planning

Chapter 8: Marketing and IMC Planning

Chapter 9: Planning Media Strategy: Disseminating the Message

Part Three: Creating Advertisements and Commercials

Chapter 10: Creative Strategy and the Creative Process

Chapter 11: Creative Execution: Art and Copy

Chapter 12: Print, Electronic, and Digital Media Production

Part Four: Using Advertising Media

Chapter 13: Using Print Media

Chapter 14: Using Electronic Media: Television and Radio

Chapter 15: Using Digital Interactive Media

Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media

Part Five: Integrating Advertising with Other Elements of IMC

Chapter 17: Introducing Social Media

Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Title Tag:

Up-to-date Techniques in Contemporary Advertising
The Evolution and Impact of Contemporary Advertising
Exploring Trends and Strategies in Contemporary Advertising