Contemporary Advertising (Essentials)

Author: William Arens
Publisher:
Publish Date: 2000-01-01
Features: This book, Contemporary Advertising (Hardcover Edition), can indeed be considered an outstanding textbook on advertising in modern times. It is a 16-page, 570-page hardcover book, 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 blends traditional knowledge with recent developments and marginal debates, ensuring it stays up-to-date! Currently available in advertising textbooks in the U.S. Mainstream media are all given significant coverage in the book. 1999 Seventh Edition. The elegant, relaxed, and unique design sets it apart from similar books. The spacious layout makes the book colorful 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 explanations, and focus on marketing management, many general liberal arts university elective courses and advertising management courses have widely adopted 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. Carefully selected cases offer valuable guidance for advertising practitioners.