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Contemporary Advertising, 11/e, is one of the best-selling advertising texts in this field. Known as the “coffee table book” for Advertising, it is known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.

This new Web-based learning tool combines video and interactive elements to allow students to explore the concepts and theories presented in the text as they relate to real-world practice. Each segment takes an in-depth look at a real advertising agency and their work on an actual client campaign. Students will study real-world marketing problems, examine objectives of the campaign process, and then be given an opportunity to step in the shoes of an agency player and create their own versions of the campaigns. This exciting new online tool allows students to view video interviews and then apply their own critical thinking to how they would create a team, select a strategy, and build a campaign.