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M: Advertising

William F. Arens
David H. Schaefer, Sacramento City College
Michael F. Weigold, University of Florida at Gainesville

ISBN: 0078028914
Copyright year: 2012

About the Authors



William F. Arens, President Stratimark Consulting

William F. Arens spent his entire career in the advertising business, and after 35 years in the field he had literally done it all. As an undergraduate at Berkeley he worked part-time as a media rep for a San Francisco radio station, at the University of Paris he held a position with the The New York Times, and upon graduation from Whittier College, he began his career in earnest as a sales rep for various print media.

Within a few years, he changed tracks by taking an account management position at a large San Francisco-based high-tech advertising agency, where he rapidly rose to become the manager of their branch office in San Diego.

An entrepreneur at heart, Mr. Arens soon left that position to form his own agency with a partner, where he was both a principal and the chief creative officer. Specializing in business-to-business and financial accounts, that agency grew in stature and reputation over the years, accumulating many awards for creative excellence.

In 1975 he formed William F. Arens and Associates and began focusing on both national and international accounts. In 1982 he formed one of the early Hispanic agencies, Arens & Guiterrez, as a joint venture between his agency and one of the largest in Mexico. Working with mainstream American Agencies, A&G created Spanish-language advertising for blue chip advertisers including McDonald’s, General Mills, Sav-On Drug-stores, and the California Lottery.

In 1989, Mr. Arens jumped to the client side when he bought a chain of quick-lube stores in San Diego. As chief marketing officer, Mr. Arens was responsible for all the firm’s advertising and promotion. He over-saw the company’s growth in daily revenue as it doubled and then tripled.

Mr. Arens then headed Stratimark Consulting, which specializes in strategic integrated marketing communications consulting for clients in the health care field.

Bill Arens became a leading voice in advertising higher education with the success of his Contemporary Advertising textbook, first published in 1989. Educators and students alike were attracted to his clear, elegant prose and his ability to make difficult concepts and practices accessible and real. The high standard Mr. Arens established over 20 years ago continues to guide the authors of this edition.

David H. Schaefer, Professor Emeritus Sacramento City College

David H. Schaefer is Professor Emeritus of Business and Marketing at Sacramento City College, where he taught courses in business, marketing, advertising, customer service, and personal finance. He was previously an adjunct faculty member in the College of Business Administration at California State University, Sacramento.

Mr. Schaefer received his BA in Economics from the University of California, Santa Cruz and an MBA from the Harvard Business School. He also interned on the President’s Council of Economic Advisers, working under Chairman Paul McCracken.

Most of Mr. Schaefer's career has been spent in industry-- in marketing, advertising, and general management positions. He started his career in brand management at General Foods Corporation. Subsequently, during his tenure at Foote, Cone & Belding Advertising as vice president and management supervisor, he supervised accounts for the Clorox Corporation, Levi Strauss, and C&H Sugar.

Mr. Schaefer has also applied his marketing skills to a number of small businesses. He founded a retail eyewear business, helped establish an automotive smog inspection service, and managed the marketing of a medical center. More recently he was the director of marketing and business development for Altaireyewear, a division of Vision Service Plan. In all of these positions he was responsible for developing marketing plans, advertising campaigns, and promotional programs.

Mr. Schaefer's wife, Ellen, is also a marketer and the owner of Group Works, conducting qualitative research and facilitating meetings for businesses and non-profit organizations. Both of their daughters are currently in graduate school--one earning an MBA at Vanderbilt Owen Graduate School of Management and the other an MS in Communicative Disorders at San Francisco State University.

Michael F. Weigold, Professor University of Florida

Michael F. Weigold is Associate Dean for Undergraduate Affairs and a professor of Advertising in the College of Journalism and Communications at the University of Florida. He has taught the introductory advertising class for over two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory.

Dr. Weigold has won many awards for both his teaching and scholarship. In 2007 he was designated International Educator of the Year for the College of Journalism and Communications and one of twenty International Ambassadors for the University of Florida. The same year he was awarded a Faculty Achievement Award by UF. In 2004 he was named Teacher of the Year.

He is the author or coauthor of over 40 publications and numerous conference papers. He has received a College of Journalism and Communications Researcher of the Year award and his research has been funded by organizations that include the Kaiser Family Foundation, the Robert Wood Johnson Foundation, and NASA.

Dr. Weigold's professional experience includes account planning at Frailey & Wilson, an Orlando advertising agency. He has also served as a marketing consultant to a number or organizations, including KOBACO of South Korea, Unilever, Shands Cancer Center, NASA, and local clients.


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