Contemporary Advertising https://www.mheducation.com/cover-images/Jpeg_400-high/1260259307.jpeg 16 9781260259308 This product is the “big version” (18 chapters) intended for courses in Advertising and Integrated Marketing Communication. The course is taken by students in liberal arts, journalism, mass communication, and business programs. However, due to its practical, hands-on approach, depth of coverage, and marketing management emphasis, it is also widely used in university extension courses, and courses on advertising management. The wealth of award-winning advertisements also makes it a resource guide to the best work in the field for students in art and graphic design courses. The rate of change in advertising and IMC over the past several years has been MASSIVE, so this revision is the most significant to date. All data, examples,statistics, images and vignettes updated to reflect the latest information available. There is also significantly more coverage of digital and social media, consumer privacy and data protection, ethics, diversity and global.
Contemporary Advertising

Contemporary Advertising

16th Edition
By William Arens and Michael Weigold
ISBN10: 1260259307
ISBN13: 9781260259308
Copyright: 2021
Product Details +
Read more +

Lowest Price

Rent eBook (180 Days)

video thumbnail
video thumbnail

Learn more about the ebook

$55.00

09781260259308

Purchase Options

Students, we’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success. See tabs below to explore options and pricing. Don't forget, we accept financial aid and scholarship funds in the form of credit or debit cards.

McGraw-Hill eBook

  • Rent or purchase for a fraction of the printed textbook price
  • Easily highlight, take notes and search
  • Download the free ReadAnywhere App for offline access and anytime reading
  • Watch a quick video to learn more
  • Note: the eBook does not include access to Connect. If your instructor assigned Connect, click the "Digital" tab.

Rent Monthly 

$9.95/mo


or

Rent (180 Day)

$55.00


or

Lifetime

$90.00

Textbook Rental

  • Rent for a fraction of the printed textbook price
  • Rental transaction occurs through McGraw Hill's authorized rental partner


ISBN10: 1260259307 | ISBN13: 9781260259308

Purchase

$70.00

Loose-Leaf Purchase

  • Purchase un-bound 3-ring binder ready textbook
  • Flexibility and ease of selecting chapters to take where you want to go

What are my shipping options?


ISBN10: 1264020716 | ISBN13: 9781264020713

Purchase

$93.33

Connect

  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Connect may be assigned as part of your grade. Check with your instructor to see if Connect is used in your course.

See how Connect works >


ISBN10: 1260735354 | ISBN13: 9781260735352

180 Day

$125.00

Connect + Textbook Rental

Receive instant access to:

  • Rent for up to 70% savings on textbook rental
  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Return, or opt to purchase at end of rental period
  • No-hassle returns with free shipping

See how Connect works >


ISBN10: 1264226047 | ISBN13: 9781264226047

Purchase

$143.00

Connect + Loose Leaf

  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Purchase un-bound 3-ring binder ready textbook
  • Flexibility and ease of selecting chapters to take where you want to go

See how Connect works >

What are my shipping options?


ISBN10: 1264218974 | ISBN13: 9781264218974

Purchase

$218.66

The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Part One: What are Advertising and IntegratedMarketing Communications?

Chapter 1: Advertising and IMC Today

Chapter 2: The Big Picture: The Functions ofAdvertising and Its Evolution

Chapter 3: The Big Picture: Economic, Ethical,and Regulatory Aspects

Chapter 4: The Scope of Advertising: From Localto Global

 

Part Two: Planning the Campaign

Chapter 5: Marketing and Consumer Behavior: TheFoundations of IMC

Chapter 6: Market Segmentation and the MarketingMix: Determinants of Campaign Strategy

Chapter 7: Research: Gathering Information forIMC Planning

Chapter 8: Marketing and IMC Planning

Chapter 9: Planning Media Strategy:Disseminating the Message

Chapter 10: Creative Strategy and the CreativeProcess

 

Part Three: Executing and Evaluating the Campaign

Chapter 11: Creative Execution: Art and Copy

Chapter 12: Advertising in Print Media

Chapter 13: Using Electronic Media: Televisionand Radio

Chapter 14: Using Digital Interactive Media

Chapter 15: Social Media

Chapter 16: Using Out-of-Home, Exhibitive, andSupplementary Media

Chapter 17: Relationship Building: DirectMarketing, Personal Selling, and Sales Promotion

Chapter 18: Relationship Building: PublicRelations, Sponsorship, and Corporate Advertising

Epilogue: Repositioning a Brand

Appendix A: Marketing Plan Outline

Appendix B: Advertising Plan Outline

About the Author

William Arens

Michael Weigold

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.

Affordability

Find out more about our affordable course material programs.

Reduce course material costs for your students while still providing full access to everything they need to be successful. It isn't too good to be true - it's Inclusive Access.

Learn more about Inclusive Access here.

When your students still want a book but don't want to keep it, McGraw-Hill's Textbook Rental program provides students with our latest editions at our most affordable hardcover prices.

Learn more about our Textbook Rental program.

Want more information?

Our Learning Technology Representatives can help.


Connect logo.
Connect logo.

By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom.

Learn more

How to Access Instructor Tools for your Course


Your text has great instructor tools – like presentation slides, instructor manuals, test banks and more. Follow the steps below to access your instructor resources or watch the step-by-step video.
  1. To get started, you'll need to visit connect.mheducation.com to sign in. (If you do not have an account, you'll need to request one from your MH rep. To find your rep – visit the Find Your Rep page).
  2. Then, under "Find a Title," you'll search by title, author or subject.
  3. Select your desired title and create a course. (Note – you do not have to create assignments, just a course instance)
  4. Then go to your Connect course homepage.
  5. In the top navigation, select library to access the instructor resources that accompany the title.

Accessibility Rubric

Creating accessible products is a priority for McGraw-Hill. We have put in place processes to make accessibility and meeting the WCAG AA guidelines part of our day-to-day development efforts and product roadmaps.

Please review our accessibility information for this specific product.

In future editions, this rubric will be reformatted to increase accessibility and usability.

McGraw-Hill sites may contain links to websites owned and operated by third parties. These links are provided as supplementary materials, and for learners’ information and convenience only. McGraw-Hill has no control over and is not responsible for the content or accessibility of any linked website.

For further information on McGraw‐Hill and Accessibility, please visit our accessibility page or contact us at accessibility@mheducation.com