Contemporary Advertising with Powerweb and Cd-Rom

William F. Arens

736 pages, parution le 25/11/2003 (9^eme édition)

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Résumé

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.

Part I: Advertising Perspectives
- What is Advertising Today?
- The Evolution of Advertising
- The Economic, Social and Regulatory Aspects of Advertising
- The Scope of Advertising: From Local to Global
Part II: Crafting Marketing and Advertising Strategies
- Marketing and Consumer Behavior: The Foundations of Advertising
- Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
- Research: Gathering Information for Advertising Planning
- Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
- Planning Media Strategy: Finding Links to the Market
Part III: Integrating Advertising With Other Elements of the Communication Mix
- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Part IV: Creating Advertisements and Commercials
- Creative Strategy and the Creative Process
- Creative Execution: Art and Copy
- Producing Ads for Print, Electronic and Digital Media
Part V: Using Advertising Media
- Using Print Media
- Using Electronic Media: Television and Radio
- Using Digital Interactive Media and Direct Mail
- Using Out-of-Home, Exhibitive, and Supplemental Media

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	William F. Arens
Parution	25/11/2003
Édition	9^eme édition
Nb. de pages	736
Format	21,5 x 27,5
Couverture	Broché
Poids	1565g
Intérieur	Noir et Blanc
EAN13	9780071216746