Contemporary Advertising - (Volume 1 and 2) - 8th Edition - General Textbook Edition

Author: Arens
Publisher:
Publish Date: 2006-06-01
Features: This is a renowned best-selling textbook in the American advertising textbook market. Its original English edition is famous as a "Coffeetablebook." The Chinese translation of the 7th edition of the English original, translated by the distinguished scholar Professor Ding Junjie, has had a broad and profound impact on the domestic advertising industry since its publication in 2000. Compared to similar books, the 8th edition further reinforces its unique and irreplaceable position in China with its fresh content, precise translation, and lower price. This book integrates perspectives from multiple disciplines such as communication studies, marketing, economics, and psychology, offering an insightful, comprehensive, and thorough interpretation of the theory and practice of advertising. Moreover, Professor Arens brings into the book the most vivid, typical, and cutting-edge real-world cases, unmatched by other authors in the industry, which has been highly praised and well-received. In this rapidly changing world, the innovative theories and practices in the advertising industry are endless, and "contemporaneity" is one of the key features the book emphasizes. The book has been substantially revised in the 8th edition in the following aspects: it adopts the latest academic and professional materials, updates statistics, and adds many new, relevant, and lively examples for course content; as integrated marketing communication becomes increasingly important, its principles are integrated throughout the book; a whole chapter is dedicated to advertising globalization, with many additional international advertising examples; it has been expanded and enriched in terms of advertising economics, relationship marketing, new digital interactive media, and online advertising content.