Ebook Contemporary Advertising 15e by Arens and Weigold


Contemporary Marketing : and Integrated Marketing Communications
15th Edition
by William F. Arens - Michael F. Weigold
Copyright © 2017
McGraw-Hill Education

Table of Content:
Part One What are Advertising and Integrated Marketing Communications?
1. Advertising and IMC Today 2
2. The Big Picture: The Evolution of Advertising and IMC 32
3. The Big Picture: Economic and Regulatory Aspects 60
4. The Scope of Advertising: From Local to Global 102
Part Two Planning the Campaign
5. Marketing and Consumer Behavior: The Foundations of Advertising 142
6. Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy 172
7. Research: Gathering Information for IMC Planning 208
8. Marketing and IMC Planning 238
9. Planning Media Strategy: Disseminating the Message 270
10. Creative Strategy and the Creative Process 304
Part Three Executing and Evaluating the Campaign
11. Creative Execution: Art and Copy 336
12. Print, Electronic, and Digital Media Production 374
13. Using Print Media 400
14. Using Electronic Media: Television and Radio 428
15. Using Digital Interactive Media 458
16. Social Media 492
17. Using Out-of-Home, Exhibitive, and Supplementary Media 514
18. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 544
19. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 578

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