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Full Description
NBCONTEMPORARY ADVERTISING, 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.
Contents
Part OnePicture: The Evolution of IMC 3: The Big Picture: Economic and Regulatory Aspects 4: The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies 5: Marketing and Consumer Behavior: The Foundations of Advertising 6: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 7: Research: Gathering Information for Advertising Planning 8: Marketing and Advertising Planning 9: Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials 10: Creative Strategy and the Creative Process 11: Creative Execution: Art and Copy 12: Producing Ads for Print, Electronic, and Digital Media Part Four: Using Advertising Media 13: Using Print Media 14: Using Electronic Media: Television and Radio 15: Using Digital Interactive Media 16: Using Out-of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising with Other Elements of IMC 17: Introducing Social Media 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand Appendix A: Marketing Plan Outline Appendix B: Advertising Plan Outline
