This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing.
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Most Helpful Customer Reviews
11 of 12 people found the following review helpful:
4.0 out of 5 stars
Good intro to Advertising,
By A Customer
This review is from: Contemporary Advertising (Irwin Series in Marketing) (Hardcover)
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" (Halifax NS) - See all my reviews
This review is from: Contemporary Advertising (McGraw-Hill/Irwin Series in Marketing) (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
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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Inside This Book
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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 Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand footprint, digital interactive media, originated motives, advertising pyramid, boom factor, print production process, integrated marketing communications program, consumer sales promotions, corporate identity advertising, transit advertising, international advertising festival, message weight, psychic utility, postpurchase evaluation, venue marketing, creative boutiques, brand interest, gross impressions, local advertisers, psychological screens, advertising planning, national marketers, advertising creativity, perceptual screens, planned messages Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, New York, Los Angeles, Mountain Dew, Advertising Age, Yellow Pages, North America, Laboratory Applications, Contemporary Advertising, World Wide Web, Calvin Klein, Review Questions, San Diego, Muse Cordero Chen, Time Warner, David Ogilvy, Federal Trade Commission, Leo Burnett, Media Metrix, Eastman Kodak, First Amendment, Levi Strauss, Reader's Digest, San Francisco, American Home Products New!
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Front Cover | Table of Contents | First Pages | Index | Surprise Me!
As a consumer, you are exposed to hundreds and maybe even thousands of commercial messages every day. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand footprint, digital interactive media, originated motives, advertising pyramid, boom factor, print production process, integrated marketing communications program, consumer sales promotions, corporate identity advertising, transit advertising, international advertising festival, message weight, psychic utility, postpurchase evaluation, venue marketing, creative boutiques, brand interest, gross impressions, local advertisers, psychological screens, advertising planning, national marketers, advertising creativity, perceptual screens, planned messages Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, New York, Los Angeles, Mountain Dew, Advertising Age, Yellow Pages, North America, Laboratory Applications, Contemporary Advertising, World Wide Web, Calvin Klein, Review Questions, San Diego, Muse Cordero Chen, Time Warner, David Ogilvy, Federal Trade Commission, Leo Burnett, Media Metrix, Eastman Kodak, First Amendment, Levi Strauss, Reader's Digest, San Francisco, American Home Products New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
Citations (learn more)
30
books
cite this book:
See all 30 books citing this book
- Exercise Your College Reading Skills: Developing More Powerful Comprehension by Janet Elder on 5 pages
- Direct Response Advertising Made Easy by Entrepreneur Press on page 52, and Back Matter
- Nervous Laughter: Television Situation Comedy and Liberal Democratic Ideology (Media and Society Series) by Darrell Y. Hamamoto in Back Matter (1), and Back Matter (2)
- Publicity Process-89-3 by Christine F. Goff on page 106, and page 267
- Nervous Laughter: Television Situation Comedy and Liberal Democratic Ideology (Media and Society) by Darrell Y. Hamamoto on page 148, and Back Matter
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