Arens, William F., <br/><br/>
Contemporary advertising and integrated marketing communications / 
William F. Arens, Michael F. Weigold. 
 - Fifteenth edition. 
 - xxxi, 714 pages :   illustrations ;   28 cm 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>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 
<br/><br/><label>ISBN: </label>9781259921261 
<br/><br/><label>LCCN: </label>2015041004 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5821  / .B62 2017 
<br/><br/><label>Dewey Class. No.: </label>659.1