Contemporary Advertising Loose Leaf - Arens, William; Weigold, Michael
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Contemporary Advertising, 13/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…mehr

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Produktbeschreibung
Contemporary Advertising, 13/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.
Autorenporträt
William Arens (deceased), spent his entire career in the advertising business, and after 35 years in the field he had literally done it all. As an undergraduate at Berkeley, he worked part-time as a media rep for the San Francisco radio station, at the University of Paris he held a position at The New York Times, and upon graduation from Whittier College, he began his career in earnest as a sales rep for various print media. Within a few years, he changed tracks by taking an account management position at a large San Francisco-based high-tech advertising agency, where he rapidly rose to become the manager of their branch office in San Diego. An entrepreneur at heart, Mr. Arens soon left that position to form his own agency with a partner, where he was both Principal and the Chief Creative Officer. Specializing in business-to-business and financial accounts, that agency grew in stature and reputation over the years, accumulating many awards for creative excellence. In 1975, he formed William F. Arens and Associates and began focusing on both national and international accounts. In 1982, he formed one of the early Hispanic agencies, Arens & Guiterrez, as a joint venture between his agency and one of the largest in Mexico. Working with mainstream American Agencies, A&G created Spanish-language advertising for blue chip advertisers including McDonald's, General Mills, Sav-On Drug-stores, and the California Lottery. In 1989, Mr. Arens jumped to the client side when be bought a chain of quick-lube stores in San Diego. As Chief Marketing Officer, Mr. Arens was responsible for all the firm's advertising and promotion. He over-saw the company's growth in daily revenue as it doubled and then tripled. At the end of his career, Mr. Arens was President of Stratimark Consulting, which specializes in strategic integrated marketing communications consulting for clients in the health care field.