ISE Contemporary Advertising (15th edition)

ISE Contemporary Advertising (15th edition)

By: Michael Weigold (author), Christian Arens (author)Paperback

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CONTEMPORARY ADVERTISING, 15e,is one of the best-selling advertising texts in this field. Known as the coffeetable book for Advertising, it is known for its current examples, the author sability to pull from real-world experiences, and the clear writing style.Taking a comprehensive view of the industry, this text presents advertisingfrom the creative stand-point and Arens draws from his own industry experienceto lend life to the examples. Author Bill Arens continues to address theimportance of Integrated Marketing Communications (IMC) in the field ofAdvertising and how it impacts advertising strategy through featured examplesof IMC campaigns."

About Author

Christian Arens brings more than 15 years of theoretical and practical business, advertising and marketing experience. He has served in such positions as Partner at Catalyst S+F, President at MindTime Technologies, VP/Digital Strategy at DraftFCB and VP Group Media Director at Carat Interactive. In his advertising days, Chris worked on such clients as Motorola, RadioShack,, Electronic Arts, EarthLink, AT&T, Taco Bell, Levi's,, AAA, Microsoft, Avaya, Progressive insurance and more. Successful in starting and helping to raise capital for companies, who he continues to advise in business strategy, revenue/channel development, marketing, advertising and fundraising. Chris is also an active leader in the digital advertising community, frequently speaking at industry events. Michael F. Weigold is Associate Dean for Undergraduate Affairs and Professor of Advertising at the University of Florida. He has taught the introductory advertising class for nearly two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory. Professor Weigold has won many awards for both his teaching and scholarship. In 2007, he was designated International Educator of the Year for the College of Journalism and Communications and was one of twenty International Ambassadors for the University of Florida. That same year, he was awarded a Faculty Achievement Award by UF. In 2004, he was named the College's Teacher of the Year.He is the author or coauthor of over 40 publications and numerous conference papers. He has received a College of Journalism and Communications Researcher of the Year award, and his research has been funded by organizations that include the Kaiser Family Foundation, the Shands Cancer Center, and NASA. Professor Weigold's professional experience includes account planning at Fraily & Wilson, an Orlando advertising agency. He has also served as a consultant to a number of organizations, including KOBACO of South Korea, Unilever, Brown & Williamson, NASA, and many local clients.


Part One: What are Advertising and Integrated Marketing Communications? Chapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Evolution of Advertising and IMCChapter 3: The Big Picture: Economic and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Part Two: Planning the Campaign Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy Chapter 7: Research: Gathering Information for IMC Planning Chapter 8: Marketing and IMC Planning Chapter 9: Planning Media Strategy: Disseminating the Message Chapter 10: Creative Strategy and the Creative Process Part Three: Executing and Evaluating the Campaign Chapter 11: Creative Execution: Art and Copy Chapter 12: Print, Electronic, and Digital Media ProductionChapter 13: Using Print Media Chapter 14: Using Electronic Media: Television and Radio Chapter 15: Using Digital Interactive Media Chapter 16: Social MediaChapter 17: Using Out-of-Home, Exhibitive, and Supplementary Media Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue: Repositioning a Brand Appendix A: Marketing Plan Outline Appendix B: Advertising Plan Outline

Product Details

  • ISBN13: 9781259921261
  • Format: Paperback
  • Number Of Pages: 768
  • ID: 9781259921261
  • weight: 1343
  • ISBN10: 1259921263
  • edition: 15th edition

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