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Full Description
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.
Contents
Part OneToday 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 Campaign Strategy Chapter 7: Research: Gathering Information for IMC Planning Chapter 8: Marketing and IMC 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: Print, Electronic, and Digital Media Production 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 OutlineNER(01): WOW
