Business & Economics Books:

Contemporary Advertising

Sorry, this product is not currently available to order

Here are some other products you might consider...

Contemporary Advertising

Customer rating

Click to share your rating 0 ratings (0.0/5.0 average) Thanks for your vote!

Share this product

Contemporary Advertising by William F. Arens
Sorry, this product is not currently available to order


"Contemporary Advertising, 13e", 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.

Table of Contents

Part One Advertising Perspectives 1. What is Advertising Today? 2. The Evolution of Advertising 3. The Economic, Social, and Regulatory Aspects of Advertising 4. The Scope of Advertising: From Local to Global Part Two Crafting Marketing and Advertising Strategies 5. Marketing and Consumer Behavior: The Foundations of Advertising 6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 7. Research: Gathering Information for Advertising Planning 8. Marketing and Advertising Planning 9. Planning Media Strategy: Finding Links to the Market Part Three Creating Advertisements and Commercials 10. Creative Strategy and the Creative Process 11. Creative Execution: Art and Copy 12. Producing Ads for Print, Electronic, and Digital Media Part Four Using Advertising Media 13. Using Print Media 14. Using Electronic Media: Television and Radio 15. Using Digital Interactive Media 16. Using Out-of-Home, Exhibitive, and Supplementary Media Part Five Integrating Advertising 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand Appendix A Marketing Plan Outline Appendix B Advertising Plan Outline Important Terms Endnotes Credits and Acknowledgments Name Index Company Index Subject Index
Release date Australia
February 1st, 2010
Country of Publication
United States
13th Revised edition
McGraw Hill Higher Education
Product ID

Customer reviews

Nobody has reviewed this product yet. You could be the first!

Write a Review

Marketplace listings

There are no Marketplace listings available for this product currently.
Already own it? Create a free listing and pay just 9% commission when it sells!

Sell Yours Here

Help & options

  • If you think we've made a mistake or omitted details, please send us your feedback. Send Feedback
  • If you have a question or problem with this product, visit our Help section. Get Help
Filed under...