Contemporary Advertising and Integrated Marketing Communications
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CONTEMPORARY ADVERTISING, 13e, 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.
Pt. 1Advertising Perspectives1The Dimensions of Advertising42The Economic, Social, and Regulatory Aspects of Advertising423The Scope of Advertising: From Local to Global80Pt. 2Crafting Marketing and Advertising Strategies4Marketing and Consumer Behavior: The Foundations of Advertising1205Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy1486Information Gathering: Inputs to Advertising Planning1827Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC2108Planning Media Strategy: Finding Links to the Market242Pt. 3Integrating Advertising with Other Elements of the Communications Mix9Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion27810Relationship Building: Public Relations, Sponsorship, and Corporate Advertising308Pt. 4Creating Advertisements and Commercials11Creative Strategy and the Creative Process34012Creative Execution: Art and Copy37013Producing Ads for Print, Electronic, and Digital Media404Pt. 5Using Advertising Media14Using Print Media44215Using Electronic Media: Television and Radio47216Using Digital Interactive Media and Direct Mail50217Using Out-of-Home, Exhibitive, and Supplementary Media534Epilogue: The Complete Campaign: Toyota Everyday560Advertising ResourcesReference LibraryApp. AMarketing Plan OutlineApp. BAdvertising Plan OutlineApp. CIntegrated Marketing Communications Plan OutlineApp. DCareer Planning in AdvertisingApp. EIndustry ResourcesImportant TermsEnd NotesCredits and AcknowledgmentsName IndexCompany and Brand IndexSubject Index
