Contemporary Advertising https://www.mheducation.com/cover-images/Jpeg_400-high/1260259307.jpeg 16 9781260259308 This product is the “big version” (18 chapters) intended for courses in Advertising and Integrated Marketing Communication. The course is taken by students in liberal arts, journalism, mass communication, and business programs. However, due to its practical, hands-on approach, depth of coverage, and marketing management emphasis, it is also widely used in university extension courses, and courses on advertising management. The wealth of award-winning advertisements also makes it a resource guide to the best work in the field for students in art and graphic design courses. The rate of change in advertising and IMC over the past several years has been MASSIVE, so this revision is the most significant to date. All data, examples,statistics, images and vignettes updated to reflect the latest information available. There is also significantly more coverage of digital and social media, consumer privacy and data protection, ethics, diversity and global.
Contemporary Advertising

Contemporary Advertising

16th Edition
By William Arens and Michael Weigold and Christian Arens
ISBN10: 1260259307
ISBN13: 9781260259308
Copyright: 2021
Product Details +
09781260259308

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ISBN10: 1260735354 | ISBN13: 9781260735352

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ISBN10: 1260259307 | ISBN13: 9781260259308

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ISBN10: 1264020716 | ISBN13: 9781264020713

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Program Details

Part One: What are Advertising and IntegratedMarketing Communications?

Chapter 1: Advertising and IMC Today

Chapter 2: The Big Picture: The Functions ofAdvertising and Its Evolution

Chapter 3: The Big Picture: Economic, Ethical,and Regulatory Aspects

Chapter 4: The Scope of Advertising: From Localto Global

 

Part Two: Planning the Campaign

Chapter 5: Marketing and Consumer Behavior: TheFoundations of IMC

Chapter 6: Market Segmentation and the MarketingMix: Determinants of Campaign Strategy

Chapter 7: Research: Gathering Information forIMC Planning

Chapter 8: Marketing and IMC Planning

Chapter 9: Planning Media Strategy:Disseminating the Message

Chapter 10: Creative Strategy and the CreativeProcess

 

Part Three: Executing and Evaluating the Campaign

Chapter 11: Creative Execution: Art and Copy

Chapter 12: Advertising in Print Media

Chapter 13: Using Electronic Media: Televisionand Radio

Chapter 14: Using Digital Interactive Media

Chapter 15: Social Media

Chapter 16: Using Out-of-Home, Exhibitive, andSupplementary Media

Chapter 17: Relationship Building: DirectMarketing, Personal Selling, and Sales Promotion

Chapter 18: Relationship Building: PublicRelations, Sponsorship, and Corporate Advertising

Epilogue: Repositioning a Brand

Appendix A: Marketing Plan Outline

Appendix B: Advertising Plan Outline