Contemporary Advertising

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. . more

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1-9 out of 9

From: Amazon
Posted: Aug-28-2008

Contemporary Advertising

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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From: Amazon
Posted: Mar-07-2008

Easy to read

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...

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From: Amazon
Posted: Aug-15-2006

Contemporary Advertising

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...

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From: Amazon
Posted: Oct-01-2005

Excellent

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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From: Amazon
Posted: Jul-07-2005

Ok

It took long time to get the book, but I got the book finally

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From: Amazon
Posted: Nov-12-2002

Contemporary Advertising with PowerWeb and CD-ROM

It would be nice if the glossary on the CD-ROM went along with the book - makes learning confusing. It would also be nice if ther was a uniform code of terms that went along with my other marketing classes. I had to ask my teacher what we were going by - the book or the CD-ROM terms - teacher...

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From: Amazon
Posted: Jul-01-2001

Great book, but wordy

Great reference for marketing communications from advertising to sales promotion for new comers to the field. Good resource for small businesses as well. Outstanding examples throughout the text. Very readable, but could be more concise.

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From: Amazon
Posted: Aug-27-1999

The coffee-table textbook! Beautiful and well-written.

Throughout all my college years, I've never seen such a beautiful, well-written textbook. The book showcases advertising as advertising should be showcased. The vibrant colors and engaging text make it a pleasant read. William F. Arens has a wonderful way of explaining the seemingly complex...

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From: Amazon
Posted: Jul-11-1998

Good intro to Advertising

Maybe I'm a little biased, because Mr. Arens was my professor while I attended San Diego State. I really never knew how good this book was until I started working in Advertising. I highly recomend it for anyone who is looking to have a better understanding of this field or for anyone who is...

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