[内容简介]
Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.
[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
Reviews

Book in excellent condition Review created: 03/24/07 by: peharbinger( 7 ) See all reviews by peharbinger The book was in excellent condition as described on the website, it took a little while to arrive, almost three weeks. Review ID: 10000000003236082 Was this review helpful? Report this review Thank you for voting. If your vote meets our guidelines, it will be posted within 24 hours. You cannot vote on the helpfulness of a review you wrote. Your request cannot be processed at this time. Please try again later.  Great deal will buy again! Review created: 03/07/07 by: pchez101( 2 ) See all reviews by pchez101 I was a little thrown off when I got the book, only because it looked nothing like the picture. But content was the same. I got a GREAT deal and saved money...thank you from all the college students looking to save a little cash Review ID: 10000000003127445 Was this review helpful? Report this review Thank you for voting. If your vote meets our guidelines, it will be posted within 24 hours. You cannot vote on the helpfulness of a review you wrote. Your request cannot be processed at this time. Please try again later.  Very boring book but that is typical of colleges Review created: 02/12/07 by: ecaddy( 116) See all reviews by ecaddy Very boring for a textbook. I have to read it so I am but it is hard to stay awake. Like many textbooks the only thing that you learn and remember are the little side stories about real companies in the highlighted areas.