NB: Please note that this material relates to the previous edition. Contemporary 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.
Part 1 : Advertising Perspectives
- Advertising and IMC Today
- The Big Picture : The Evolution of IMC
, etc.
Part 2 : Crafting Marketing and Advertising Strategies
- Marketing Consumer Behavior : The Foundations of Advertising
- Market Segmentation and the Marketing Mix : Determinants of Campaign Strategy
, etc.
Part 3 : Creating Advertisements and Commercials
- Creative Strategy and the Creative Process
- Creative Execution : Art and Copy
- Print, Electronic, and Digital Media Production,
Part 4 : Using Advertising Media
- Using Print Media
- Using Electronic Media : Television and Radio
, etc.
Part 5 : Integrating Advertising with Other Elements of IMC
- Introducing Social Media
- Relationship Building : Direct Marketing, Personal Selling, and Sales Promotion
- Relationship Building : Public Relations, and Corporate Advertising