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Contemporary Advertising, 8/e
William F. Arens

Table of Contents:

Part I: Advertising Perspectives
Chapter 1 The Dimensions of Advertising
Chapter 2 Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Scope of Advertising: From Local to Global

Part II: Crafting Marketing and Advertising Strategies
Chapter 4 Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Chapter 6 Information Gathering: Inputs to Advertising Planning
Chapter 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Chapter 8 Planning Media Strategy: Finding Links to the Market

Part III: Integrating Advertising With Other Elements of the Communication Mix
Chapter 9 Using Direct Marketing and Sales Promotion
Chapter 10 Using Personal Selling and Public Relations Activities

Part IV: Creating Advertisements and Commercials
Chapter 11 Creative Strategy and the Creative Process
Chapter 12 Creative Execution: Art and Copy
Chapter 13 Producing Ads for Print, Electronic and Digital Media

Part V: Using Media
Chapter 14 Using Print Media
Chapter 15 Using Electronic Media
Chapter 16 Using Digital Interactive Media and Direct Mail
Chapter 17 Using Out-of-Home, Exhibitive and Supplemental Media





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