ISE Contemporary Advertising by William Arens Paperback Book

Description: ISE Contemporary Advertising by William Arens, Michael Weigold, Christian Arens HE Business Econom FORMAT Paperback CONDITION Brand New Publisher Description This product is the "big version" (18 chapters) intended for courses in Advertising and Integrated Marketing Communication. The course is taken by students in liberal arts, journalism, mass communication, and business programs. However, due to its practical, hands-on approach, depth of coverage, and marketing management emphasis, it is also widely used in university extension courses, and courses on advertising management. The wealth of award-winning advertisements also makes it a resource guide to the best work in the field for students in art and graphic design courses. The rate of change in advertising and IMC over the past several years has been MASSIVE, so this revision is the most significant to date. All data, examples,statistics, images and vignettes updated to reflect the latest information available. There is also significantly more coverage of digital and social media, consumer privacy and data protection, ethics, diversity and global. Author Biography William Arens (deceased), spent his entire career in the advertising business, and after 35 years in the field he had literally done it all. As an undergraduate at Berkeley, he worked part-time as a media rep for the San Francisco radio station, at the University of Paris he held a position at The New York Times, and upon graduation from Whittier College, he began his career in earnest as a sales rep for various print media.Within a few years, he changed tracks by taking an account management position at a large San Francisco-based high-tech advertising agency, where he rapidly rose to become the manager of their branch office in San Diego.An entrepreneur at heart, Mr. Arens soon left that position to form his own agency with a partner, where he was both Principal and the Chief Creative Officer. Specializing in business-to-business and financial accounts, that agency grew in stature and reputation over the years, accumulating many awards for creative excellence.In 1975, he formed William F. Arens and Associates and began focusing on both national and international accounts. In 1982, he formed one of the early Hispanic agencies, Arens & Guiterrez, as a joint venture between his agency and one of the largest in Mexico. Working with mainstream American Agencies, A&G created Spanish-language advertising for blue chip advertisers including McDonalds, General Mills, Sav-On Drug-stores, and the California Lottery.In 1989, Mr. Arens jumped to the client side when be bought a chain of quick-lube stores in San Diego. As Chief Marketing Officer, Mr. Arens was responsible for all the firms advertising and promotion. He over-saw the companys growth in daily revenue as it doubled and then tripled.At the end of his career, Mr. Arens was President of Stratimark Consulting, which specializes in strategic integrated marketing communications consulting for clients in the health care field.Michael F. Weigold is Professor of Advertising at the University of Florida. He has taught the introductory advertising class for nearly two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory.Professor Weigold has won many awards for both his teaching and scholarship. In 2007, he was designated International Educator of the Year for the College of Journalism and Communications and was one of twenty International Ambassadors for the University of Florida. That same year, he was awarded a Faculty Achievement Award by UF. He is the author or coauthor of over 40 publications and numerous conference papers. He has received a College of Journalism and Communications Researcher of the Year award, and his research has been funded by organizations that include the Kaiser Family Foundation, the Shands Cancer Center, and NASA.Professor Weigolds professional experience includes account planning at Fraily & Wilson, an Orlando advertising agency. He has also served as a consultant to a number of organizations, including KOBACO of South Korea, Unilever, NASA, and many local clients.Christian Arens brings more than 15 years of theoretical and practical business, advertising and marketing experience. He has served in such positions as Partner at Catalyst S+F, President at MindTime Technologies, VP/Digital Strategy at DraftFCB and VP Group Media Director at Carat Interactive. In his advertising days, Chris worked on such clients as Motorola, RadioShack, Amazon.com, Electronic Arts, EarthLink, AT&T, Taco Bell, Levis, MLB.com, AAA, Microsoft, Avaya, Progressive insurance and more. Successful in starting and helping to raise capital for companies, who he continues to advise in business strategy, revenue/channel development, marketing, advertising and fundraising. Chris is also an active leader in the digital advertising community, frequently speaking at industry events. Table of Contents Part One: What are Advertising and IntegratedMarketing Communications?Chapter 1: Advertising and IMC TodayChapter 2: The Big Picture: The Functions ofAdvertising and Its EvolutionChapter 3: The Big Picture: Economic, Ethical,and Regulatory AspectsChapter 4: The Scope of Advertising: From Localto Global Part Two: Planning the CampaignChapter 5: Marketing and Consumer Behavior: TheFoundations of IMCChapter 6: Market Segmentation and the MarketingMix: Determinants of Campaign StrategyChapter 7: Research: Gathering Information forIMC PlanningChapter 8: Marketing and IMC PlanningChapter 9: Planning Media Strategy:Disseminating the MessageChapter 10: Creative Strategy and the CreativeProcess Part Three: Executing and Evaluating the CampaignChapter 11: Creative Execution: Art and CopyChapter 12: Advertising in Print MediaChapter 13: Using Electronic Media: Televisionand RadioChapter 14: Using Digital Interactive MediaChapter 15: Social MediaChapter 16: Using Out-of-Home, Exhibitive, andSupplementary MediaChapter 17: Relationship Building: DirectMarketing, Personal Selling, and Sales PromotionChapter 18: Relationship Building: PublicRelations, Sponsorship, and Corporate AdvertisingEpilogue: Repositioning a BrandAppendix A: Marketing Plan OutlineAppendix B: Advertising Plan Outline Details ISBN1260570835 ISBN-10 1260570835 ISBN-13 9781260570830 Format Paperback Author Christian Arens Year 2020 Publication Date 2020-03-11 UK Release Date 2020-03-11 Edition 16th Imprint McGraw-Hill Education Place of Publication OH Country of Publication United States AU Release Date 2020-03-11 NZ Release Date 2020-03-11 US Release Date 2020-03-11 Publisher McGraw-Hill Education Edition Description 16th edition Audience Tertiary & Higher Education Pages 736 Illustrations 90 Illustrations We've got this At The Nile, if you're looking for it, we've got it. 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