Contemporary Advertising Second Edition ... Courtland L. Bovée (Pre Owned) Textbook

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Based on the image of the book cover, here is the information you requested.
Authors: Courtland L. Bovée, William F. Arens
Title: Contemporary Advertising
Edition: Second Edition
ISBN: While the ISBN is not visible on the cover, it is typically located on the back cover or inside the book. A search for this specific edition reveals that the ISBN is 978-0256037748.
Content Summary
Contemporary Advertising is an introductory textbook designed to provide students with a comprehensive overview of the advertising industry. The book covers the foundational principles and practices of advertising, exploring its role in both business and society.
The content is generally structured to guide readers through the key aspects of advertising, including:
Historical and societal context: The book examines the evolution of advertising and its impact on culture and the economy.
The advertising process: It outlines the steps involved in creating an advertising campaign, from market research and strategy to creative development and media planning.
Key players: It introduces the different roles and organizations within the industry, such as advertisers, advertising agencies, and media outlets.
Creative strategies: The book delves into the art of crafting effective advertising messages, including an analysis of creative appeals, copywriting, and visual design.
Media planning: It explains how to select and use various media channels, such as television, radio, print, and out-of-home advertising, to reach target audiences.
Ethical and legal issues: It addresses the important ethical considerations and regulations that govern the advertising profession.
Overall, the book serves as a practical guide to understanding how advertising works and its strategic importance in modern marketing.