Contemporary Advertising16th Edition
-Practical, hands-on approach
-Intended for UG students in liberal arts, journalism, mass communication, and business
-Most extensive revision to day! Significantly more coverage of digital & social media, consumer privacy and data protection, ethics, diversity and global coverage
-All data, examples, statistics, images and vignettes updated to reflect the latest information available.
-Extensive inclusion of award-winning advertisements!
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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