Contemporary Advertising,9781264020713

Contemporary Advertising

by ;
Edition: 16th
ISBN13: 9781264020713
ISBN10: 1264020716
Format: Loose-leaf
Pub. Date: 2020-02-28
Publisher(s): McGraw Hill
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List Price: $196.68

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Table of Contents

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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