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Contemporary Advertising

Contemporary Advertising - 11th edition

ISBN13: 978-0073529912

Cover of Contemporary Advertising 11TH 08 (ISBN 978-0073529912)
ISBN13: 978-0073529912
ISBN10: 0073529915
Cover type:
Edition/Copyright: 11TH 08
Publisher: Richard D. Irwin, Inc.
Published: 2008
International: No

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Contemporary Advertising - 11TH 08 edition

ISBN13: 978-0073529912

William F. Arens, Michael F. Weigold and Christian Arens

ISBN13: 978-0073529912
ISBN10: 0073529915
Cover type:
Edition/Copyright: 11TH 08
Publisher: Richard D. Irwin, Inc.

Published: 2008
International: No
Summary

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

What is advertising today? p. 4
The evolution of advertising p. 28
The economic, social, and regulatory aspects of advertising p. 54
The scope of advertising : from local to global p. 96
Marketing and consumer behavior : the foundations of advertising p. 136
Market segmentation and the marketing mix : determinants of advertising strategy p. 166
Research : gathering information for advertising planning p. 206
Marketing and advertising planning : top-down, bottom-up, and IMC p. 234
Planning media strategy : finding links to the market p. 268
Relationship building : direct marketing, personal selling, and sales promotion p. 304
Relationship building : public relations, sponsorship, and corporate advertising p. 336
Creative strategy and the creative process p. 368
Creative execution : art and execution p. 402
Producing ads for print, electronic, and digital media p. 438
Using print media p. 478
Using electronic media : television and radio p. 508
Using digital interactive media and direct mail p. 538
Using out-of-home, exhibitive, and supplementary media p. 578
Epilogue : repositioning a brand p. 606
Marketing plan outline p. 618
Advertising plan outline p. 624
Table of Contents provided by Blackwell. All Rights Reserved.
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Cover of Contemporary Advertising 12th edition

Contemporary Advertising - 12th edition

ISBN13: 978-0073381077
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