Essential of contemporary advertising

An overview of advertising and marketing, the impact of socio-economic factors on advertising and the role of policies and regulations on advertising. An overview of the advertising industry and its role in business. Knowledge of customer behavior research for the advertising process and the relationship between advertising and customer decisions. Advertising and marketing techniques from planning to advertising. Informational links in advertising

Essential of contemporary advertising

William F. Arens

McGraw-Hill

2007

Abstract

Advertising is an ever-charging, creative discipline. The power of advertising is o remarkable in its ability to inspire, influence and communicate that the study of advertising is more important today than ever before. It’s important not just for students of business or journalism- who may be contemplating a career in the field – but also for students of sociology, psychology, political science, economics, history, language science or the arts. Many of these people will become reators of advertising all will be lifetime consumers of it.

Essentials of Contemporary Advertising explores the core principles that drive advertising, using a concise and lively voice that goes beyond academic theory. Students in may short format courses , some community college curricula and other nontraditional learning programs may not have the time to successsfully complete an exhaustive courses some community college curricula nd other nontraditional learning programs may not have the time to successfully complete an exhaustive course in advertising. They are likely to be attending school while working part or full time. They may be exploring new majors or new careers. One introductory advertising course may be all they need to enhance their skills or it might inspire them to take more advertising courses.