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Contemporary Advertising

Contemporary Advertising - 7th edition

ISBN13: 978-0256262537

Cover of Contemporary Advertising 7TH 99 (ISBN 978-0256262537)
ISBN13: 978-0256262537
ISBN10: 0256262535
Cover type:
Edition/Copyright: 7TH 99
Publisher: Richard D. Irwin, Inc.
Published: 1999
International: No

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Contemporary Advertising - 7TH 99 edition

ISBN13: 978-0256262537

William F. Arens

ISBN13: 978-0256262537
ISBN10: 0256262535
Cover type:
Edition/Copyright: 7TH 99
Publisher: Richard D. Irwin, Inc.

Published: 1999
International: No
Summary

Contemporary Advertising is the best selling advertising text. It is best know for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. Arens certainly addresses the importance of IMC and how it impacts advertising strategy. Bill Arens also provides many examples of IMC campaigns. However, IMC is not the main theme for the book. Bill Arens presents advertising from the creative stand-point and draws from his own industry experience to lend life to the examples.

Internet Exercises, each chapter features exercises that require students to access the World Wide Web and research the answers to questions relevant to the chapter topic.

Tech Talk boxed readings designed to highlight the integration of technology and advertising throughout the text.
Epilogue, the complete advertising campaign for Toyota, created by Saatchi and Saatchi Los Angeles is included at the end of the text.

IMC, an increased focus in the seventh edition on Integrated Marketing Communications Web Page, designed exclusively for Contemporary Advertising, the web page features resources for instructors and students alike.

Instructor's Presentation CD-ROM contains all the supplements in an electronic format Award-winning graphic design, an important feature for a book that teaches students about the importance of quality in advertising art and production. Chapter opening vignettes, to capture and hold students' interest, they provide real world examples tied to the chapter contents. Full-color portfolios, many of which have been updated for the seventh edition. Creative Department, a feature that shows how print and television ads are produced Ethical Issues, boxed readings that introduce students to current topics and controversies in advertising Checklists, throughout the text stimulate memory, organize thinking, and reinforce important topics Reference Library, features a wealth of supplementary figures for students who seek additional information or greater detail on a particular subject and appear in an appendix

Table of Contents

Part I: Advertising Perspectives

Chapter 1 The Dimensions of Advertising (Sunkist)
Chapter 2 Economic, Social, and Regulatory Aspects of Advertising (Calvin Klein)
Chapter 3 The Scope of Advertising: From Local to Global (Muse Cordero Chen)

Part II: Crafting Marketing and Advertising Strategies

Chapter 4 Marketing and Consumer Behavior: The Foundations of Advertising (Prodigy)
Chapter 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy (Levi Strauss)
Chapter 6 Information Gathering: Inputs to Advertising Planning (Healthtex)
Chapter 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC (Saturn)
Chapter 8 Planning Media Strategy: Finding Links to the Market (Windows 95)

Part III: Integrating Advertising With Other Elements of the Communication Mix

Chapter 9 Using Direct Marketing and Sales Promotion (L.L. Bean)
Chapter 10 Using Personal Selling and Public Relations Activities (New? Clinique?)

Part IV: Creating Advertisements and Commercials

Chapter 11 Creative Strategy and the Creative Process (Taylor Guitar)
Chapter 12 Creative Execution: Art and Copy (Timberland)
Chapter 13 Producing Ads for Print, Electronic and Digital Media (Toyota)

Part V: Using Media

Chapter 14 Using Print Media (New?)
Chapter 15 Using Electronic Media (Got Milk)
Chapter 16 Using Digital Interactive Media and Direct Mail (Gateway 2000)
Chapter 17 Using Out-of-Home, Exhibitive and Supplemental Media (Garcia's Pub)

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