MTU Library Catalogue

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Contemporary advertising / William F. Arens.

By: Arens, William F.
Material type: materialTypeLabelBookPublisher: Boston ; London : Irwin McGraw-Hill, 1999Edition: 7th ed.Description: xxxii, 569 p., various pagings : col. ill. ; 28 cm. + pbk.ISBN: 0071156526.Subject(s): AdvertisingDDC classification: 659.1
Contents:
Part One: Advertising perspectives -- The dimensions of advertising -- The economic, social and regulatory aspects of advertising -- The scope of advertising: From local to global -- Part Two: Crafting marketing and advertising strategies -- Marketing and consumer behavior: The foundations of advertising -- Market segmentation and the marketing mix: Determinants of advertising strategy -- Information gathering: Inputs to advertising planning -- Marketing and advertising planning: Top-down, bottom-up and IMC -- Planning media strategy: Finding links to the market -- Part Three: Integrating advertising with other elements of the communications mix -- Relationship building: Direct marketing, personal selling and sales promotion -- Relationship building: Public relations, sponsorship and corporate advertising -- Part Four: Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: Art and copy -- Producing ads for print, electronic and digital media -- Part Five: 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 supplementary media.

Enhanced descriptions from Syndetics:

Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the " coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

Includes bibliographical references (pages EN1-EN17) and indexes.

Part One: Advertising perspectives -- The dimensions of advertising -- The economic, social and regulatory aspects of advertising -- The scope of advertising: From local to global -- Part Two: Crafting marketing and advertising strategies -- Marketing and consumer behavior: The foundations of advertising -- Market segmentation and the marketing mix: Determinants of advertising strategy -- Information gathering: Inputs to advertising planning -- Marketing and advertising planning: Top-down, bottom-up and IMC -- Planning media strategy: Finding links to the market -- Part Three: Integrating advertising with other elements of the communications mix -- Relationship building: Direct marketing, personal selling and sales promotion -- Relationship building: Public relations, sponsorship and corporate advertising -- Part Four: Creating advertisements and commercials -- Creative strategy and the creative process -- Creative execution: Art and copy -- Producing ads for print, electronic and digital media -- Part Five: 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 supplementary media.

Table of contents provided by Syndetics

  • 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