$15 · Contemporary Advertising

TITLE: Contemporary Advertising Sixth Edition AUTHOR: William F. Arens ISBN: 9780256182576 ISBN-10: 0-256-18257-4 BINDING: Hardcover PUBLISHED BY: Irwin PAGES: 501 CONDITION: Like new, in excellent condition PRICE: $15 firm CONTENTS IN BRIEF: I. Advertising Perspectives 1. The Dimensions of Advertising 2. The Social, Legal, and Ethical Aspects of Advertising 3. The Advertising Business: Agencies, Clients, Media, and Suppliers II. Crafting Marketing and Advertising Strategies 4. Marketing and Consumer Behavior: The Foundations of Advertising 5. Using Marketing and Advertising to Link Products to Markets 6. Marketing and Advertising Research: Inputs to the Planning Process 7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 8. Planning Media Strategy: Finding Links to the Market III. Creating Advertisements and Commercials 9. Creative Strategy and the Creative Process 10. Creative Execution: Art and Copy 11. Producing Ads for Print, Electronic, and Digital Media IV. Buying Media Space and Time 12. Buying Print Media 13. Buying Electronic and Digital Interactive Media 14. Buying Out-of-Home, Exhibitive, and Supplementary Media V. Building Relationships Through Integrated Marketing Communications (IMC) 15. Relationship Building: IMC, Direct Marketing, Direct Mail, and Sales Promotion 16. Relationship Building: Public Relations and Corporate Advertising 17. Relationship Building: Local and Noncommercial Advertising