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Contemporary Advertising And Integrated Marketing Communications
ISBN: 9780078028953 | 0078028957
Edition: 14thFormat: Looseleaf
Publisher: McGraw-Hill/Irwin
Pub. Date: 12/14/2012
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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 Com... MORE
Part One: Advertising Perspectives
Chapter 1: Advertising 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 Advertising Strategy
Chapter 7: Research: ... MORE
Chapter 8: Marketing and Advertising 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: Producing Ads for Print, Electronic, and Digital Media
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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