Contemporary advertising and integrated marketing communications / William F. Arens, Michael F. Weigold.

By: Arens, William F [author.]
Contributor(s): Weigold, Michael F, 1958- [author.]
Publisher: New York, NY : McGraw-Hill Education, [2017]Copyright date: c2017Edition: Fifteenth editionDescription: xxxi, 714 pages : illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781259921261Subject(s): Advertising | Communication in marketingDDC classification: 659.1 LOC classification: HF5821 | .B62 2017
Contents:
Part One: What are Advertising and Integrated Marketing Communications? Chapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Evolution of Advertising and IMCChapter 3: The Big Picture: Economic and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Part Two: 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 Three: Executing and Evaluating the Campaign Chapter 11: Creative Execution: Art and Copy Chapter 12: Print, Electronic, and Digital Media ProductionChapter 13: Using Print Media Chapter 14: Using Electronic Media: Television and Radio Chapter 15: Using Digital Interactive Media Chapter 16: Social MediaChapter 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 Epilogue: Repositioning a Brand Appendix A: Marketing Plan Outline Appendix B: Advertising Plan Outline
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SUBJECT REFERENCE 		659.1 Ar337 2017 (Browse shelf) Available CITU-CL-48208
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Includes bibliographical references and indexes.

Part One: What are Advertising and Integrated Marketing Communications? Chapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Evolution of Advertising and IMCChapter 3: The Big Picture: Economic and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Part Two: 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 Three: Executing and Evaluating the Campaign Chapter 11: Creative Execution: Art and Copy Chapter 12: Print, Electronic, and Digital Media ProductionChapter 13: Using Print Media Chapter 14: Using Electronic Media: Television and Radio Chapter 15: Using Digital Interactive Media Chapter 16: Social MediaChapter 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 Epilogue: Repositioning a Brand Appendix A: Marketing Plan Outline Appendix B: Advertising Plan Outline

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