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Author: William F. Arens
Publisher: McGraw-Hill Companies
ISBN: 9780073135694
Category : Advertising
Languages : en
Pages : 0
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Book Description
Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....
Author: William F. Arens
Publisher: McGraw-Hill Companies
ISBN: 9780073135694
Category : Advertising
Languages : en
Pages : 0
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Book Description
Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....
Author: Kim Bartel Sheehan
Publisher: SAGE Publications
ISBN: 1483315436
Category : Language Arts & Disciplines
Languages : en
Pages : 336
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Book Description
Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.
Author: William F. Arens
Publisher: McGraw-Hill Higher Education
ISBN: 9780071287579
Category : Advertising
Languages : en
Pages : 558
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Book Description
Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.
Author: William F. Arens
Publisher: Irwin/McGraw-Hill
ISBN: 9780071284790
Category : Advertising
Languages : en
Pages : 0
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Book Description
Table of Contents Pt. 1 Advertising Perspectives 1 The Dimensions of Advertising 4 2 The Economic, Social, and Regulatory Aspects of Advertising 42 3 The Scope of Advertising: From Local to Global 80 Pt. 2 Crafting Marketing and Advertising Strategies 4 Marketing and Consumer Behavior: The Foundations of Advertising 120 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 148 6 Information Gathering: Inputs to Advertising Planning 182 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 210 8 Planning Media Strategy: Finding Links to the Market 242 Pt. 3 Integrating Advertising with Other Elements of the Communications Mix 9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 278 10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 308 Pt. 4 Creating Advertisements and Commercials 11 Creative Strategy and the Creative Process 340 12 Creative Execution: Art and Copy 370 13 Producing Ads for Print, Electronic, and Digital Media 404 Pt. 5 Using Advertising Media 14 Using Print Media 442 15 Using Electronic Media: Television and Radio 472 16 Using Digital Interactive Media and Direct Mail 502 17 Using Out-of-Home, Exhibitive, and Supplementary Media 534 Epilogue: The Complete Campaign: Toyota Everyday 560 Advertising Resources Reference Library App. A Marketing Plan Outline App. B Advertising Plan Outline App. C Integrated Marketing Communications Plan Outline App. D Career Planning in Advertising App. E Industry Resources Important Terms End Notes Credits and Acknowledgments Name Index Company and Brand Index Subject Index.
Author: William F. Arens
Publisher: Irwin Professional Pub
ISBN: 9780072500417
Category : Business & Economics
Languages : en
Pages : 614
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Book Description
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.
Author: William F. Arens
Publisher: Irwin Professional Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 672
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Book Description
"Written for the undergraduate student in liberal arts, journalism, and business schools. ... A resource guide to the best work in the field for students in art and graphic design courses and for professionals in the field."--Preface, p. vx.
Author: Kim B. Rotzoll
Publisher: University of Illinois Press
ISBN: 9780252065422
Category : Business & Economics
Languages : en
Pages : 228
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Book Description
Why are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in Contemporary Society offers unique perspectives that will help the reader understand how and why the controversial American phenomenon of advertising generates so much heat and--though much of it is passive--so much acceptance.
Author: William F. Arens
Publisher: Irwin/McGraw-Hill
ISBN:
Category : Business & Economics
Languages : en
Pages : 756
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Book Description
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.
Author: Hélène de Burgh-Woodman
Publisher: Springer
ISBN: 3319779443
Category : Business & Economics
Languages : en
Pages : 275
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Book Description
This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari’s notion of assemblage, this book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century. It offers a cutting-edge, interdisciplinary perspective for researchers, academics, and practitioners working in marketing communications, advertising, and media studies.
Author: Mark Bartholomew
Publisher: Stanford University Press
ISBN: 1503602184
Category : Law
Languages : en
Pages : 291
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Book Description
Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition technology, all enlisted to study and stimulate consumer desire. This marriage of advertising and technology has consequences. Businesses wield rich and portable records of consumer preference, delivering advertising tailored to your own idiosyncratic thought processes. They mask their role by using social media to mobilize others, from celebrities to your own relatives, to convey their messages. Guerrilla marketers turn every space into a potential site for a commercial come-on or clandestine market research. Advertisers now know you on a deeper, more intimate level, dramatically tilting the historical balance of power between advertiser and audience. In this world of ubiquitous commercial appeals, consumers and policymakers are numbed to advertising's growing presence. Drawing on a variety of sources, including psychological experiments, marketing texts, communications theory, and historical examples, Bartholomew reveals the consequences of life in a world of non-stop selling. Adcreep mounts a damning critique of the modern American legal system's failure to stem the flow of invasive advertising into our homes, parks, schools, and digital lives.
