Essentials Of Contemporary Advertising

Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal is to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student’s "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods – placing emphasis upon platforms such as social media. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including: - Consumer behaviour - The latest marketing research - Services marketing - Brand management - Global marketing, and - Ethics in marketing. Each chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.

Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....

Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising, by Kim Bartel Sheehan, examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan's work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.

This text is an unbound, binder-ready edition. We've listened. Boone/Kurtz, Essentials of Contemporary Business is the flexible, current, and easy-to-use resource that today’s students and teachers want. Our commitment to delivering solutions at the speed of business has produced the perfect combination of current material, illustrative examples and a storytelling narrative -- all in a brief, valued-priced package. Covering all of the major topics of the introduction to business course, Boone/Kurtz, Essentials of Contemporary Business offers shorter chapters and a visually pleasing design paired with a comprehensive suite of resources to help you make business concepts come alive. Experience a textbook program that supports your goals to stimulate curiosity, show relevance, promote creativity, and prepare students for what's ahead, in both their academic and business careers.