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Amazonaws.com's Price: $66.27
Availability: Usually ships in 24 hours
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Binding: Paperback
Fabric Type: 9780071284790
Fax Number: 12th
Legal Disclaimer: 0071284796
Maximum Color Depth: McGraw Hill Higher Education
Metal Type: McGraw Hill Higher Education
Total External Bays Free: December 01, 2008
Total Firewire Ports: McGraw Hill Higher Education
McGraw Hill Higher Education
Editorial Review:
Product Description:
"Contemporary Advertising, 12/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.
Average Rating: 
Rating:  -
Exactly as advertised and very fast shipping. Thank you. I would definately shop for college books at Amazon in the future.
Rating: -
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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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 ... Read More
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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 ... Read More
Rating: -
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!!
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