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Contemporary Advertising and Integrated Marketing Communications, 14th Edition, by William Arens, Michael Weigold, Christian Arens
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Presenting Advertising as it is actually Practiced. Known for its current examples, the author's ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point, and the authors draw from their industry experience to lend life to the examples. This text 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.
- Sales Rank: #271675 in Books
- Published on: 2012-12-14
- Original language: English
- Number of items: 1
- Dimensions: 10.90" h x 1.00" w x 9.00" l, 3.25 pounds
- Binding: Loose Leaf
- 722 pages
Most helpful customer reviews
11 of 12 people found the following review helpful.
Good intro to Advertising
By A Customer
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.
Contemporary Advertising
By Halifax Creative User Group
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.
Great book, but wordy
By A Customer
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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