Contemporary advertising
著者
書誌事項
Contemporary advertising
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill/Irwin, c2006
10th ed
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注記
"McGraw-Hill higher education"--P. [4] of cover
Includes bibliographical references (p. EN1-EN18) and indexes
内容説明・目次
内容説明
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.
目次
Part I:Advertising PerspectivesChapter 1What is Advertising Today? Chapter 2The Evolution of Advertising Chapter 3The Economic, Social and Regulatory Aspects of AdvertisingChapter 4The Scope of Advertising: From Local to Global Part II:Crafting Marketing and Advertising StrategiesChapter 5Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7Research: Gathering Information for Advertising PlanningChapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9Planning Media Strategy: Finding Links to the Market Part III:Integrating Advertising With Other Elements of the Communication MixChapter 10Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part IV:Creating Advertisements and CommercialsChapter 12Creative Strategy and the Creative Process Chapter 13Creative Execution: Art and Copy Chapter 14Producing Ads for Print, Electronic and Digital Media Part V:Using Advertising MediaChapter 15Using Print Media Chapter 16Using Electronic Media: Television and RadioChapter 17Using Digital Interactive Media and Direct Mail Chapter 18Using Out-of-Home, Exhibitive, and Supplemental Media
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