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Contemporary Advertising

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Contemporary Advertising

(14 customer reviews)

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ACOUK_book_usedlikenew_0073529915

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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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Product Details

Author:	William Arens
Hardcover:	752 pages
Publisher:	McGraw-Hill/Irwin
Publication Date:	March 16, 2007
Language:	English
ISBN:	0073529915
Product Width:	217.0 centimeters
Product Height:	274.75 centimeters
Product Weight:	3.97 pounds
Package Length:	10.8 inches
Package Width:	8.7 inches
Package Height:	1.3 inches
Package Weight:	3.85 pounds
Average Customer Rating:	based on 14 reviews

Customer Reviews

Average Customer Review: 4.5

( 14 customer reviews )
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Most Helpful Customer Reviews

11 of 12 found the following review helpful:

Good intro to Advertising Jul 10, 1998
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 considering it as a career. Good for any side of advertising (i.e. creative, account, traffic, etc...)

6 of 6 found the following review helpful:

Contemporary Advertising Aug 14, 2006 By Halifax Creative User Group "HCUG"
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.

7 of 8 found the following review helpful:

Great book, but wordy Jul 01, 2001
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.

5 of 7 found the following review helpful:

The coffee-table textbook! Beautiful and well-written. Aug 27, 1999
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 with simple everyday words.

Contemporary Advertising Feb 11, 2011 By Jordan
I had to buy this book for my advertising class. I actually don't mind reading it though. It is as interesting as a textbook can be.

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