Contemporary Advertising with PowerWeb and CD-ROM [Hardcover]

William F. Arens (Author)

Book Description

ISBN-10: 0072500417 | ISBN-13: 978-0072500417 | Publication Date: August 13, 2001 | Edition: 8

Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.

Product Details

• Hardcover: 704 pages
• Publisher: McGraw-Hill/Irwin; 8 edition (August 13, 2001)
• Language: English
• ISBN-10: 0072500417
• ISBN-13: 978-0072500417
• Product Dimensions: 11 x 8.8 x 1.2 inches
• Shipping Weight: 4 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #2,034,134 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

11 of 12 people found the following review helpful:

4.0 out of 5 stars Good intro to Advertising, July 10, 1998

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, August 14, 2006

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, July 1, 2001

By A Customer

Amazon Verified Purchase

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.