Contemporary Advertising 13th Edition Arens Test Bank

Contemporary Advertising 13th Edition Arens Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0073530034
• ISBN-13 ‏ : ‎ 978-0073530031
• Author: Arens, William F.

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 contents:
Part One Advertising Perspectives
1. Advertising Today?
2. The Big Picture: The Evolution of Advertising,
3. The Big Picture: Economic and Regulatory Aspects,
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: Disseminating the Message,
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,
End Notes,
Credits and Acknowledgments

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