Contemporary Advertising
Contemporary Advertising by Michael F. Weigold is a comprehensive resource published by McGraw-Hill on February 13, 2023. This 17th edition spans 736 pages and is presented in English, offering insights into the rapidly evolving landscape of advertising and integrated marketing communications (IMC). The book has been updated to reflect significant trends and industry disruptors, emphasizing the increasing role of digital media in advertising strategies.
Readers will find a thorough exploration of contemporary issues such as consumer privacy, data protection, ethics, diversity, and inclusion within the advertising sector. The text includes enhanced discussions on creative and media strategies, particularly in relation to social media. Notably, the edition features new content addressing the impact of streaming services on traditional media, as well as a revised chapter focusing on the broader use of audio and video media, highlighting the shift away from television as the dominant medium.
Official synopsis Publisher
“The rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising today. – Our biggest changes are significantly more discussion of digital media in IMC and advertising throughout the book and specifically in the chapters on creative, media, and social media with the help of experts in these disciplines. – This edition includes greater attention to ongoing issues of consumer privacy and data protection as well as ethics, diversity, and inclusion in the industry. – Digital disruption is featured in new content on cable’s biggest competitor, streaming or OTT video. Also, Chapter 13, formerly “Using Electronic Media: Television and Radio,” is now titled “Using Audio and Video Media,” reflecting how television is no longer the primary medium for video and how branded opportunities in audio include far more than radio.” — from Publisher.
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