Contemporary Advertising

Author: (USA) Arens / Ding Junjie / Cheng Ping / Zhong Jing / Kang Jin
Publisher:
Publish Date: 2005-01-01
Features: This book, Contemporary Advertising (Hardcover Edition), can indeed be considered an outstanding textbook in advertising studies. It is a hardcover, 16-page format, with 570 pages, divided into five parts and 17 chapters, covering almost all aspects of advertising, such as "Green Marketing," "Ethical Issues and Law," "Internet Advertising," "Agency," "Marketing Research," and more! For a discipline like advertising, which combines practicality with artistic appeal, this book integrates traditional knowledge with recent developments and marginal debates, ensuring it remains up-to-date! Currently available in the United States as an advertising professional textbook. All mainstream media are featured in the book. 1999 Seventh Edition. The elegant, relaxed, and unique design sets it apart from similar books. The spacious layout makes the book vibrant and captivating. Each chapter begins with a short story, and every small illustration is described in a warm, narrative style, illustrating a fundamental concept in advertising. It is suitable for undergraduate and graduate students, as well as teachers in journalism, advertising, and business management. Due to its practical and convenient approach, in-depth content explanations, and focus on marketing management, many elective courses for liberal arts majors and advertising management courses widely adopt this textbook. The book is interspersed with outstanding advertising works, providing a broad perspective for art, graphic design, teachers, and students, as well as industry professionals. The carefully selected cases offer valuable guidance for advertising professionals.