- Hardcover: 732 pages
- Publisher: Irwin Professional Publishing; 4th Revised edition edition (Nov 1 1991)
- Language: English
- ISBN-10: 025609196X
- ISBN-13: 978-0256091960
- Product Dimensions: 27.4 x 21.6 x 3.8 cm
- Shipping Weight: 2.1 Kg
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- See Complete Table of Contents
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Product Details |
Product Description
Book Description
Contemporary Advertising, 12/e is one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
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First Sentence
As a consumer, you are exposed to hundreds and maybe even thousands of commercial messages every day. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
As a consumer, you are exposed to hundreds and maybe even thousands of commercial messages every day. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews
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Most helpful customer reviews
5.0 out of 5 stars
Great book, but wordy,
By A Customer
This review is from: Contemporary Advertising (Hardcover)
Great reference for marketing communications from advertising to sales promotion for new comers to the field. Good resource for small businesses as well. Outstanding examples throughout the text. Very readable, but could be more concise.
5.0 out of 5 stars
The coffee-table textbook! Beautiful and well-written.,
By A Customer
This review is from: Contemporary Advertising (Hardcover)
Throughout all my college years, I've never seen such a beautiful, well-written textbook. The book showcases advertising as advertising should be showcased. The vibrant colors and engaging text make it a pleasant read. William F. Arens has a wonderful way of explaining the seemingly complex with simple everyday words.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.4 out of 5 stars (14 customer reviews) 11 of 12 people found the following review helpful
4.0 out of 5 stars
Good intro to Advertising,
By A Customer - Published on Amazon.com
Maybe I'm a little biased, because Mr. Arens was my professor while I attended San Diego State. I really never knew how good this book was until I started working in Advertising. I highly recomend it for anyone who is looking to have a better understanding of this field or for anyone who is considering it as a career. Good for any side of advertising (i.e. creative, account, traffic, etc...)
6 of 6 people found the following review helpful
5.0 out of 5 stars
Contemporary Advertising,
By Halifax Creative User Group "HCUG" - Published on Amazon.com
This review is from: Contemporary Advertising (Hardcover)
This is not only contemporary, but comprhensive. An excellent text that covers the range of history that leads to today's form of advertising, showing what has worked in the past, the present, and through the ages.The text has excellent explanations of specific campaigns. Examples such as the rise of Mountain Dew, and how it became the strong brand today from the original drink mixer for moonshine is but one such example. The text covers workflow and patterns that are unique to ad creation and leads the reader through the process through detailed copy, real world examples, and finished products. Perhaps one of the suprising chapters is the production techniques. Too many come out of school with what they think are the goods on good advertising, but missing the boat on production and the inhereint limitations and production efforts involved. While not a how-to, the text certainly explains the processes. The text goes into great length about how different forms of media use advertising. Radio is to Billboards as print is to televison, so the various sub types, buying patterns, influences and importance of each is well covered. Overall a great resource for the classroom as well as some catch up reading for those confined to one form of media when branching out. This should be in every agency's library. 7 of 8 people found the following review helpful
5.0 out of 5 stars
Great book, but wordy,
By A Customer - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Contemporary Advertising (Hardcover)
Great reference for marketing communications from advertising to sales promotion for new comers to the field. Good resource for small businesses as well. Outstanding examples throughout the text. Very readable, but could be more concise.
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