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Contemporary Advertising

Contemporary Advertising - 10th edition

ISBN13: 978-0073135694

Cover of Contemporary Advertising 10TH 06 (ISBN 978-0073135694)
ISBN13: 978-0073135694
ISBN10: 0073135690
Cover type: Hardback
Edition/Copyright: 10TH 06
Publisher: Richard D. Irwin, Inc.
Published: 2006
International: No

List price: $192.00

Contemporary Advertising - 10TH 06 edition

ISBN13: 978-0073135694

William F. Arens

ISBN13: 978-0073135694
ISBN10: 0073135690
Cover type: Hardback
Edition/Copyright: 10TH 06
Publisher: Richard D. Irwin, Inc.

Published: 2006
International: No

Table of Contents

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