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Contemporary Advertising, 16th Edition
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* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
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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.
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
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About the Author
William Arens
William Arens (deceased), 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 the San Francisco radio station, at the University of Paris he held a position at 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 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 be 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.
At the end of his career, Mr. Arens was President of Stratimark Consulting, which specializes in strategic integrated marketing communications consulting for clients in the health care field.
Michael Weigold
Michael F. Weigold is Professor of Advertising at the University of Florida. He has taught the introductory advertising class for nearly two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory.
Professor 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 was one of twenty International Ambassadors for the University of Florida. That same year, he was awarded a Faculty Achievement Award by UF.
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 Shands Cancer Center, and NASA.
Professor Weigold's professional experience includes account planning at Fraily & Wilson, an Orlando advertising agency. He has also served as a consultant to a number of organizations, including KOBACO of South Korea, Unilever, NASA, and many local clients.
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