Contemporary AdvertisingIrwin /McGraw-Hill, 1999 - 569 Seiten 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. |
Inhalt
0000000 | 5 |
What Makes Advertising Unique? | 8 |
fying Target Markets and Target Audi Portfolio Review A History of Sunkist Advertising | 21 |
Urheberrecht | |
65 weitere Abschnitte werden nicht angezeigt.
Häufige Begriffe und Wortgruppen
4Runner adver advertiser's Advertising Age advertising agency Adweek art director brand broadcast budget Burr Ridge buyers cable campaign Chapter clients color commercial company's competition concept consumer copy copywriter corporate cost Courtesy Crain Communications create creative customers database dealers develop direct mail direct marketing effective electronic elements ethical example Exhibit global groups headline important industry integrated marketing integrated marketing communications interactive Internet Journal magazines manufacturers marketing communications marketing mix Martin Agency media planning medium million national advertisers needs newspapers objectives offer package percent programs public relations purchase radio relationship retail Saatchi Saatchi & Saatchi sales promotion segments sponsor sponsorship strategy sumers Sunkist target audience target market Taylor Guitar television tion tising Toyota trade users vertising visual Wall Street Journal