Contemporary Advertising and Integrated Marketing Communications, 15th Edition

Contemporary Advertising and Integrated Marketing Communications is a premier resource in the field, widely recognized for its engaging presentation and real-world relevance. Often referred to as the “coffee table book” of advertising education, this 15th edition maintains its reputation for excellence through vivid examples, a clear and accessible writing style, and insights drawn directly from professional industry experience. The text takes a comprehensive look at the advertising world, emphasizing the creative process while grounding it in strategic business principles.

A core focus of this edition is the integration of Integrated Marketing Communications (IMC). The authors explore how IMC impacts modern advertising strategies, illustrating these concepts through detailed examples of successful, multifaceted campaigns. By blending theoretical frameworks with practical applications, the book provides a deep understanding of how advertising functions within the broader marketing landscape to build brands and connect with consumers in a meaningful way.

Book Details

• Author: Christian Arens, William F. Arens, Michael F. Weigold
• Publisher: McGraw-Hill Education
• Publication Date: February 1, 2016
• Edition: 15th Edition
• Language: English
• ISBN-10: 1259548155
• ISBN-13: 978-1259548154
• Dimensions: 8.4 x 1 x 10.8 inches