Contemporary Advertising 11e, Arens
Tytuł: Contemporary Advertising
Autor: William F. Arens, Michael F. Weigold, Christian Arens
Wydawca: McGraw-Hill
Wydanie: 11
Rok wydania: 2007
ISBN-13: 9780073529912
Okładka: twarda
Liczba stron: 752
Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
O książce
Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.
Spis treści
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