Contemporary Advertising

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 MediaArens, William F. is the author of 'Contemporary Advertising', published 2001 under ISBN 9780072500417 and ISBN 0072500417.