"Essentials of Contemporary Advertising, 2/e" by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
Table of Contents
Part One An Introduction to Advertising 1 Advertising Yesterday, Today and Tomorrow 2 The Economic, Social, and Regulatory Aspects of Advertising 3 Business of Advertising Part Two Understanding the Target Audience 4 Segmentation, Targeting, and the Marketing Mix 5 Communication and Consumer Behavior Part Three The Planning Process 6 Account Planning and Research 7 Developing Marketing and Advertising Plans Part Four The Creative Process 8 Creative Strategy and the Creative Process 9 Creative Execution: Art and Copy 10 Producing Ads for Print, Electronic, and Digital Media Part Five Reaching the Target Audience 11 Print Advertising 12 Electronic Media: Television and Radio 13 Digital Interactive Media and Direct Mail 14 Out-of-Home, Direct-Mail and Specialty Advertising Part Six Integrating Marketing Communications Elements 15 Media Planning and Buying 16 IMC: Direct Marketing, Personal Selling and Sales Promotion 17 IMC: Public Relations, Sponsorship, and Corporate Advertising