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 ...show moreindustry 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 ...show less