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Essentials of Contemporary Advertising

Essentials of Contemporary Advertising - 07 edition

ISBN13: 978-0073136660

Cover of Essentials of Contemporary Advertising 07 (ISBN 978-0073136660)
ISBN13: 978-0073136660
ISBN10: 0073136662
Cover type:
Edition/Copyright: 07
Publisher: Richard D. Irwin, Inc.
Published: 2007
International: No

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Essentials of Contemporary Advertising - 07 edition

ISBN13: 978-0073136660

William F. Arens and David Schaefer

ISBN13: 978-0073136660
ISBN10: 0073136662
Cover type:
Edition/Copyright: 07
Publisher: Richard D. Irwin, Inc.

Published: 2007
International: No
Summary

Essentials of Contemporary Advertising, 1/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

New Features

  • Opening Vignettes--Chapter-opening vignettes introduce each chapter, featuring an actual situation that illustrates a basic concept in the student of advertising. Wherever possible, the opening story is then woven through the chapter to demonstrate how textbook concepts actually come to life in real-world situations.
  • Commercial Breaks--Active participation enhances learning, so the Commercial Break plays a significant role in many chapters. These unique sidebars to the world of advertising introduce students to topics of current interest or controversy and then involve them in the subject by posing questions that stimulate critical thinking.
  • Ethical Issues in Advertising--Ethics play a vital role in the practice of advertising. The Ethical Issues focus attention on the most critical social facing advertisers today. These include the debate over puffery, advertising to children, comparative advertising, the targeting of ethnic minorities, consumer profiling, privacy, negative political advertising, visual and statistical manipulation, and others.
  • Exploring Advertising--Every chapter concludes with active learning exercises that provide students opportunities to apply what they just learned to real world situations. Instructors will find these activities extremely useful as homework assignments or in-class activities.
  • Practical Checklists--Handy checklists appear regularly throughout the text. They teach students how to handle a large volume of information and creatively convert this information into effective marketing communications. The Checklists can stimulate memory, organize thinking, and reinforce important concepts.

Table of Contents

Part One An Introduction to Advertising

Chapter 1 Advertising Today and How We Got Here
Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Advertising Industry

Part Two Understanding the Target Audience

Chapter 4 Segmentation, Targeting, and the Marketing Mix
Chapter 5 Communication and Consumer Behavior

Part Three The Planning Process

Chapter 6 Account Planning and Research
Chapter 7 Developing Marketing and Advertising Plans

Part Four The Creative Process

Chapter 8 Creative Strategy and the Creative Process
Chapter 9 Creative Execution: Art and Copy
Chapter 10 Producing Ads for Print, Electronic, and Digital Media

Part Five Reaching the Target Audience

Chapter 11 Print Advertising
Chapter 12 Electronic Media: Television and Radio
Chapter 13 Digital Interactive Media and Direct Mail
Chapter 14 Out-of-Home, Trade Shows, and Supplementary Media

Part Six Integrating Marketing Communications Elements

Chapter 15 Media Planning and Buying
Chapter 16 Relationship Building: Direct Marketing, Personal Selling and Sales Promotion
Chapter 17 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

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Essentials of Contemporary Advertising - 2nd edition

ISBN13: 978-0073380971
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