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Contemporary Advertising: And Integrated Marketing Communications / Edition 14

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More About This Textbook

Overview

Presenting Advertising as it is actually Practiced. Known for its current examples, the author&#39s 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.
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Product Details

  • ISBN-13: 9780078028953
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 12/21/2012
  • Edition number: 14
  • Pages: 768
  • Sales rank: 195,995
  • 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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