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CONTEMPORARY ADVERTISING.ARENS W.wydawnictwo: MCGRAW-HILL , rok wydania 2002, wydanie Icena netto: 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
614 pages
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