One of the best selling advertising texts, this book is well-known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. INDICE Part 1 Advertising perspectives: the dimensions of advertising economic, social and regulatory aspects of advertising the scope of advertising - from local to global. Part 2 Crafting marketing and advertising strategies: marketing and consumer behaviour - the foundations of advertising market segmentation and the marketing mix - determinants of advertising strategy information gathering - inputs to advertising planning marketing and advertising planning - top-down, bottom-up and IMC planning media strategy - finding links to the market. Part 3 Integrating advertising with other elements of the communication mix: using direct marketing and sales promotion using personal selling and public relations activities. Part 4 Creating advertisements and commercials: creative strategy and the creative process creative execution - art and copy producing ads for print, electronic and digital media. Part 5 Using media: using print media using electronic media using digital interactive media and direct mail using out-of-home, exhibitive and supplemental media