Contemporary Advertising https://www.mheducation.com/cover-images/Jpeg_400-high/1260259307.jpeg 16 2021 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.
09781260259308
Contemporary Advertising

Contemporary Advertising, 16th Edition

ISBN10: 1260259307 | ISBN13: 9781260259308
By William Arens, Michael Weigold, Christian Arens

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Program Details

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

Michael Weigold

Michael F. Weigold is Associate Dean for Undergraduate Affairs and 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. In 2004, he was named the College's 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 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, Brown & Williamson, NASA, and many local clients.

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