by by Christian Arens, Michael F. Weigold, William F. Arens

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.

Table of Contents

PART 1: What are Advertising and Integrated Marketing Communications?
Chapter 1 Advertising and IMC Today
Chapter 2 The Big Picture: The Evolution of Advertising and IMC
Chapter 3 The Big Picture: Economic and Regulatory Aspects
Chapter 4 The Scope of Advertising: From Local to Global

PART 2: Planning the Campaign
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
Chapter 10 Creative Strategy and the Creative Process

PART 3: Executing and Evaluating the Campaign
Chapter 11 Creative Execution: Art and Copy
Chapter 12 Print, Electronic, and Digital Media Production
Chapter 13 Using Print Media
Chapter 14 Using Electronic Media: Television and Radio
Chapter 15 Using Digital Interactive Media
Chapter 16 Social Media
Chapter 17 Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 18 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 19 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising


Book Details

QR code for Contemporary Advertising, 15th Edition Title: Contemporary Advertising, 15th Edition
Author: Christian Arens, Michael F. Weigold, William F. Arens
Length: 752 pages
Edition: 15th Revised edition
Language: English
Publisher: McGraw Hill Higher Education
Publication Date: 2016-04-01
ISBN-10: 1259548155
ISBN-13: 9781259548154