Essentials of Contemporary Advertising
by ARENSEdition: 2nd
Format: Paperback
Pub. Date: 2008-04-16
Publisher(s): McGraw-Hill/Irwin
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Summary
Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
Author Biography
Michael F. Weigold is a professor of Advertising in the College of Journalism and Communications at the University of Florida.
Table of Contents
| An Introduction to Advertising | |
| Advertising Yesterday, Today and Tomorrow | |
| The Economic, Social, and Regulatory Aspects of Advertising | |
| Business of Advertising | |
| Understanding the Target Audience | |
| Segmentation, Targeting, and the Marketing Mix | |
| Communication and Consumer Behavior | |
| The Planning Process | |
| Account Planning and Research | |
| Developing Marketing and Advertising Plans | |
| The Creative Process | |
| Creative Strategy and the Creative Process | |
| Creative Execution: Art and Copy | |
| Producing Ads for Print, Electronic, and Digital Media | |
| Reaching the Target Audience | |
| Print Advertising | |
| Electronic Media: Television and Radio | |
| Digital Interactive Media and Direct Mail | |
| Out-of-Home, Direct-Mail and Specialty Advertising | |
| Integrating Marketing Communications Elements | |
| Media Planning and Buying | |
| IMC: Direct Marketing, Personal Selling and Sales Promotion | |
| IMC: Public Relations, Sponsorship, and Corporate Advertising | |
| Glossary | |
| Endnotes | |
| Credits and Acknowledgments | |
| Name Index Company | |
| Index Subject | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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