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Contemporary Advertising

Contemporary Advertising (Books & other media combined)

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"Contemporary Advertising, 9e", 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. AdSim is an Advertising Simulation set in the consumer electronics industry where students are required to make decisions about Agency selection; Brand positioning and messages; Media Selection, including traditional and non-traditional; Market Research, both ordering and interpreting; and Budgeting. This simulation, created by SmartSims, provides a highly engaging means of developing a real understanding and appreciation of the fundamentals and dynamics of communications, advertising and promotion in business.

AdSim challenges students to apply recently learned concepts, principles and explained practices in development of overall communications, advertising and promotion campaigns, whether against the computer in the Single-Player version or in direct competition with their peers in the Multi-Player version. AdSim for Arens is a learning companion to "Contemporary Advertising, 9/e" by William Arens, and has been modeled on the US portable CD-Player Market. Using this simulation, students will develop: an understanding of the factors involved in the development of an advertising and promotion in a highly competitive market; insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget; insights into the importance market and media research; insights into the importance of creativity and creative choices in advertising; and critical decision-making and team participation skills in an interactive learning environment.

BusinessBusiness & managementSales & marketingAdvertising Publisher: McGraw-Hill Education - Europe Publication Date: 01/12/2003 ISBN-13: 9780073049700  Details: Type: Books & other media combined Format: Books
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