Contemporary Advertising with PowerWeb and

Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.

Part One Advertising Perspectives

2

(126)

The Dimensions of Advertising

4

(42)

The Economic, Social, and Regulatory Aspects of Advertising

46

(44)

The Scope of Advertising: From Local to Global

90

(38)

Part Two Crafting Marketing and Advertising Strategies

128

(172)

Marketing and Consumer Behavior: The Foundations of Advertising

130

(32)

Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

162

(36)

Research: Gathering Information for Advertising Planning

198

(30)

Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC

228

(36)

Planning Media Strategy: Finding Links to the Market

264

(36)

Part Three Integrating Advertising with Other Elements of the Communications Mix

300

(66)

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

302

(32)

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

334

(32)

Part Four Creating Advertisements and Commercials

366

(108)

Creative Strategy and the Creative Process

368

(34)

Creative Execution: Art and Copy

402

(32)

Producing Ads for Print, Electronic, and Digital Media

434

(40)

Part Five Using Advertising Media

474

(131)

Using Print Media

476

(30)

Using Electronic Media: Television and Radio

506

(32)

Using Digital Interactive Media and Direct Mail

538

(40)

Using Out-of-Home, Exhibitive, and Supplementary Media

578

(27)

Epilogue Re-Positioning a Brand: MasterCard's ``Priceless'' Campaign

605

Appendix A Marketing Plan Outline

A1

Appendix B Advertising Plan Outline

B

Important Terms

IT

End Notes

EN1

Credits and Acknowledgments

CA

Name Index

IN1

Company and Brand Index

IN5

Subject Index

IN10

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Contemporary Advertising with PowerWeb and CD-ROM

Summary

Table of Contents

Supplemental Materials