Contemporary Advertising

Contemporary Advertising

By William F. Arens

Advertising Perspectives

There are many ways to look at advertising-as a business, a creative communication process, a social phenomenon, and a fundamental ingredient of the free-enterprise system. The first part of this text defines advertising, examines the most important dimensions of the field, considers how changing economics has influenced the evolution of the profession, outlines advertising’s functions and scope, considers its social and legal ramifications, and looks at the major participants in the advertising business, not just in North America but around the world.

Read Chapter 1: What is Advertising Today?

Read Chapter 3: The Economic, Social, and Regulatory Aspects of Advertising

From William F. Arens, Contemporary Advertising/10th Edition, 2005. Reproduced with permission of The McGraw-Hill Companies. All rights reserved.

Copyright © 2005, The McGraw-Hill Companies. All rights reserved.

Book Excerpts

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi