Contemporary Advertising | 
 enlarge | Authors: William Arens, Michael Weigold, Christian Arens
Publisher: McGraw-Hill/Irwin
Category: Book
Buy New: $58.00
New (42) Used (53) from $57.94
Rating:  9 reviews
Sales Rank: 122199
Media: Hardcover
Edition: 11
Pages: 752
Number Of Items: 1
Shipping Weight (lbs): 3.9
Dimensions (in): 10.8 x 8.7 x 1.3
ISBN: 0073529915
Dewey Decimal Number: 659.1
EAN: 9780073529912
ASIN: 0073529915
Publication Date: March 16, 2007
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
Contemporary Advertising, 11/e, is one of the best-selling advertising texts in this field. Known as the �coffee table book� for Advertising, it is known for its current examples, the author�s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens 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. .
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| Customer Reviews: Read 4 more reviews...
 Contemporary Advertising August 28, 2008
Misha (Illinois)
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.
Easy to read March 7, 2008
K. Stuckey (Port Huron, MI USA)
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.
Contemporary Advertising August 14, 2006
Halifax Creative User Group (Halifax NS)
2 out of 2 found this 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.
Excellent September 30, 2005
Brandon J. Despain
1 out of 8 found this review helpful
It is a great book, and the service to receive it was excellent. It arrived when when it was suppose to and in great condition!!
 Ok July 7, 2005
suri (Chicago)
0 out of 10 found this review helpful
It took long time to get the book, but I got the book finally
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