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Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....
Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.
Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.
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.
Table of Contents Pt. 1 Advertising Perspectives 1 The Dimensions of Advertising 4 2 The Economic, Social, and Regulatory Aspects of Advertising 42 3 The Scope of Advertising: From Local to Global 80 Pt. 2 Crafting Marketing and Advertising Strategies 4 Marketing and Consumer Behavior: The Foundations of Advertising 120 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 148 6 Information Gathering: Inputs to Advertising Planning 182 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 210 8 Planning Media Strategy: Finding Links to the Market 242 Pt. 3 Integrating Advertising with Other Elements of the Communications Mix 9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 278 10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 308 Pt. 4 Creating Advertisements and Commercials 11 Creative Strategy and the Creative Process 340 12 Creative Execution: Art and Copy 370 13 Producing Ads for Print, Electronic, and Digital Media 404 Pt. 5 Using Advertising Media 14 Using Print Media 442 15 Using Electronic Media: Television and Radio 472 16 Using Digital Interactive Media and Direct Mail 502 17 Using Out-of-Home, Exhibitive, and Supplementary Media 534 Epilogue: The Complete Campaign: Toyota Everyday 560 Advertising Resources Reference Library App. A Marketing Plan Outline App. B Advertising Plan Outline App. C Integrated Marketing Communications Plan Outline App. D Career Planning in Advertising App. E Industry Resources Important Terms End Notes Credits and Acknowledgments Name Index Company and Brand Index Subject Index.
Why are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in Contemporary Society offers unique perspectives that will help the reader understand how and why the controversial American phenomenon of advertising generates so much heat and--though much of it is passive--so much acceptance.
This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari’s notion of assemblage, this book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century. It offers a cutting-edge, interdisciplinary perspective for researchers, academics, and practitioners working in marketing communications, advertising, and media studies.
This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.
This remarkable new book, the first of its kind, is an analysis of a phenomenon that biblical scholars have scarcely taken notice of, much less studied critically-the use of the Bible in advertising. Focussing on the figure of Eve, Admen and Eve shows how she has become the ultimate postfeminist icon of female sexual and consumer power, promoting self-regarding individual choice over collective political action for today's 'I'm not a feminist but ...' generation. Contemporary advertising, Edwards shows, deploys a collage of images simultaneously reflecting and dictating the ideals and ideologies that inform much of Western culture. Exploiting the cultural mythology that surrounds Eve, advertisers constantly recycle images of this biblical figure because she is easily recognizable by the target consumer. In so doing, they are shaping how women and men see each other and themselves and how they treat each other and themselves, persuading them to become their culturally dictated dream through the products they consume. Eve in advertising is then a revealing example of how the Bible functions today. But Admen and Eve is not a value-free and apolitical analysis; it is an incitement to the exposure and subversion of today's dominant cultural attitudes to gender roles.
M: Advertising 2e was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's “real life.“ This approach truly transcends the conceptual and propels students into an exciting and practical dimension. Students receive a cost - effective, easy to read, focused text complete with study resources to help them review for tests and apply chapter concepts. Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students. McGraw-Hill Connect assignments are provided to utilise the power of the web, providing application of concepts for students and automatically grade materials to support instructors.