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Contemporary Advertising: And Integrated Marketing Communications / Edition 14
     

Contemporary Advertising: And Integrated Marketing Communications / Edition 14

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by William Arens, Michael Weigold, Christian Arens
 

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ISBN-10: 0078028957

ISBN-13: 9780078028953

Pub. Date: 12/21/2012

Publisher: McGraw-Hill Higher Education

Presenting Advertising as it is actually Practiced. Known for its current examples, the author's ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry, this text presents advertising

Overview

Presenting Advertising as it is actually Practiced. Known for its current examples, the author's ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point, and the authors draw from their industry experience to lend life to the examples. This text continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

Product Details

ISBN-13:
9780078028953
Publisher:
McGraw-Hill Higher Education
Publication date:
12/21/2012
Pages:
768
Sales rank:
222,547
Product dimensions:
8.30(w) x 10.80(h) x 0.90(d)

Table of Contents

Part One: Advertising Perspectives


Chapter 1: Advertising and IMC Today


Chapter 2: The Big Picture: The Evolution of IMC


Chapter 3: The Big Picture: Economic and Regulatory Aspects


Chapter 4: The Scope of Advertising: From Local to Global

Part Two: Crafting Marketing and Advertising Strategies


Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising


Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy


Chapter 7: Research: Gathering Information for IMC Planning


Chapter 8: Marketing and IMC Planning


Chapter 9: Planning Media Strategy: Disseminating the Message

Part Three: Creating Advertisements and Commercials


Chapter 10: Creative Strategy and the Creative Process


Chapter 11: Creative Execution: Art and Copy


Chapter 12: Print, Electronic, and Digital Media Production

Part Four: Using Advertising Media


Chapter 13: Using Print Media


Chapter 14: Using Electronic Media: Television and Radio


Chapter 15: Using Digital Interactive Media


Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media

Part Five: Integrating Advertising with Other Elements of IMC


Chapter 17: Introducing Social Media


Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion


Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Epilogue Repositioning a Brand


Appendix A: Marketing Plan Outline


Appendix B: Advertising Plan Outline


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