Contemporary Advertising, 16th Edition
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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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