Contemporary Advertising
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.
New to This Edition
- New Student CD-ROM with
images from the text, student quizzing,and outlines on how to prepare an Advertising, IMC,
and Marketing Campaign. Also will include Advertising Resources list with company links
and Career Planning in Advertising information.
- This edition includes many
new chapter-opening vignettes. The popular chapter one opening vignette that introduces
students to the history of advertising features AT&T. Other new vignettes include Levi's
and Gateway.
- New website with an
e-Learning session for students and downloadable supplements for instructors. Many
resources formerly found only in the text will appear on the website this edition to take
advantage of the ability to update material: Advertising Resources, Reference Library,
Career Planning in Advertising, Industry Resources, and Advertising and IMC Plan outlines.
- A World Wide Web icon in
the text's margins will refer readers to the book-specific website to check for updates
to text material.
Features
- Internet Exercises - each
chapter features exercises that require students to access the World Wide Web and research
the answers to questions relevant to the chapter topic.
- IMC - an increased focus in
the eighth edition on Integrated Marketing Communications.
- Award-winning graphic
design - an important feature for a book that teaches students about the importance of
quality in advertising art and production.
- Chapter opening vignettes -
to capture and hold students' interest, these provide real world examples closely tied to
the chapter's content.
- Full-color advertising
portfolios - These sections, many of which have been updated for the eighth edition, help
bring more real-life examples of the best advertising in the business to life for
students.
- Creative Department - a
feature that shows how print and television ads are produced. Transvision inserts
illustrate the many phases of the creation of a print ad.
- Ethical Issues - boxed
readings that introduce students to current topics and controversies in advertising.
- Checklists - throughout the
text stimulate memory, organize thinking, and reinforce important topics.
- Tech Talk boxes - designed
to highlight technology's impact on the field.
- Instructor's Presentation
CD-ROM - contains all the supplements in an electronic format to provide customized
lecture capability to professors.
Supplements: Instructor's
Manual to accompany Contemporary Advertising, Testbank to Accompany Contemporary
Advertising, Video Package to accompany Contemporary Advertising, Instructor's CD-ROM to
accompany Contemporary Advertising, Student CD-ROM to accompany Contemporary Advertising,
OLC to accompany Contempory Advertising.
Table of Contents
Part I: Advertising
Perspectives
- Chapter
1: The Dimensions of Advertising
- Chapter
2: Economic, Social, and Regulatory Aspects of Advertising
- Chapter
3: The Scope of Advertising: From Local to Global
Part II: Crafting Marketing
and Advertising Strategies
- Chapter
4: Marketing and Consumer Behavior: The Foundations of Advertising
- Chapter
5: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
- Chapter
6: Information Gathering: Inputs to Advertising Planning
- Chapter
7: Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
- Chapter
8: Planning Media Strategy: Finding Links to the Market
Part III:Integrating
Advertising With Other Elements of the Communication Mix
- Chapter
9: Using Direct Marketing and Sales Promotion
- Chapter
10: Using Personal Selling and Public Relations Activities
Part IV: Creating
Advertisements and Commercials
- Chapter
11: Creative Strategy and the Creative Process
- Chapter
12: Creative Execution: Art and Copy
- Chapter
13: Producing Ads for Print, Electronic and Digital Media
Part V: Using Media
- Chapter
14: Using Print Media
- Chapter
15: Using Electronic Media
- Chapter
16: Using Digital Interactive Media and Direct Mail
- Chapter
17: Using Out-of-Home, Exhibitive and Supplemental Media
614 pages