Contemporary advertising with olc and premium content (10th ed )
Langue : Anglais
Auteur : ARENS
Contemporary Advertising, 10/e, 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.
Part 1: Advertising Perspectives Chapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of Advertising Chapter 4 The Scope of Advertising: From Local to Global Part 2: Crafting Marketing and Advertising Strategies Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part 3: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of Advertising Chapter 4 The Scope of Advertising: From Local to Global Part 2: Crafting Marketing and Advertising Strategies Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part 3: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 4 The Scope of Advertising: From Local to Global Part 2: Crafting Marketing and Advertising Strategies Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part 3: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part 3: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part 3: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 9 Planning Media Strategy: Finding Links to the Market Part 3: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Part 4: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Part 5: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
Date de parution : 05-2005
Ouvrage de 736 p.
22.1x29.2 cm
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