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11 of 12 people found the following review helpful
on July 10, 1998
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...)
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6 of 6 people found the following review helpful
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.
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7 of 8 people found the following review helpful
on July 1, 2001
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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5 of 7 people found the following review helpful
on August 26, 1999
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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I used this text in anadvertising design class last semester. It is very easy to read and has a lot of real-life examples. The teacher kind of jumped around the chapters, they do not have to be read in order. Covers everything from the history of advertising, the strengths and weaknesses of different media, copywriting, demographics/psychographics, the different types of marketing (database, direct-response, etc.), and the different regulations and groups (FCC, BBB, AAAA). This was my favorite class last semester, the information is easy to comprehend and pretty interesting.
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on January 5, 2011
I really wish they wouldn't come out with mew editions so often. I really think it's a scheme to get college students.
I was not as enthralled with advertising as I was hoping, so maybe that's why I did not find the book as good as it may be, but nonetheless I do see it as a good introduction to advertising.
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on August 28, 2008
I am pleased with the layout of the book. The topics are placed in a logical order and the chapters fit well together. He used a varied and interesting selection of ads to help explain the topics being discussed in each chapter.
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on April 13, 2014
I purchased this for an online advertising course I took in college. The book did it's job and got me through the course, I just thought it was terribly boring. BUT it does fit the description perfectly.
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on October 10, 2012
Got here within 2-3 days when I really needed it. Quite useful. Now I'm using up extra words because there is a minimum amount required for a review. :)
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on April 4, 2014
My professor allowed us to have an outdated edition of this textbook and this was perfect. Didn't have to pay an arm and a leg for a text book!
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