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

By: Arens, William FContributor(s): Weigold, Michael F, 1958- | Arens, Christian | Arens, William F. Contemporary advertisingMaterial type: TextTextPublication details: New York, NY : McGraw-Hill Irwin, c2011Edition: 13th edDescription: xl, 774 p. : ill. ; 28 cmISBN: 9780071220606 (pbk)Subject(s): AdvertisingDDC classification: 659.1
Contents:
Part One. Advertising Perspectives -- 1. Advertising Today? -- 2. The Big Picture: The Evolution of Advertising -- 3. TheBig Picture: Economic and Regulatory Aspects -- 4. The Scope of Advertising: From Local to Global -- Part Two. Crafting Marketing and Advertising Strategies -- 5. Marketing and Consumer Behavior: The Foundations of Advertising -- 6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy -- 7. Research: Gathering Information for Advertising Planning -- 8. Marketing and Advertising Planning -- 9. Planning Media Strategy: Disseminating the Message -- Part Three. Creating Advertisements and Commercials -- 10. Creative Strategy and the Creative Process -- 11. Creative Execution: Art and Copy -- 12. Producing Ads for Print, Electronic, and Digital Media -- Part Four. Using Advertising Media -- 13. Using Print Media -- 14. Using Electronic Media: Television and Radio -- 15. Using Digital Interactive Media -- 16. Using Out-of-Home, Exhibitive, and Supplementary Media -- Part Five. Integrating Advertising -- 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion -- 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising -- Epilogue Repositioning a Brand -- Appendix A. Marketing Plan Outline -- Appendix B. Advertising Plan Outline.
Summary: Contemporary Advertising' looks at the evolution of advertising, the scope of advertising, gathering information for advertising planning, planning media strategy, using print media, and much more.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Books Books Namal Library
Management 		659.1 ARE-C 2011 11072 (Browse shelf (Opens below)) 1 Available 0011072
Total holds: 0

Prev. ed. has title: Contemporary advertising.

Includes bibliographical references (p. 715-732) and indexes.

Part One. Advertising Perspectives --
1. Advertising Today? --
2. The Big Picture: The Evolution of Advertising --
3. TheBig Picture: Economic and Regulatory Aspects --
4. The Scope of Advertising: From Local to Global --
Part Two. Crafting Marketing and Advertising Strategies --
5. Marketing and Consumer Behavior: The Foundations of Advertising --
6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy --
7. Research: Gathering Information for Advertising Planning --
8. Marketing and Advertising Planning --
9. Planning Media Strategy: Disseminating the Message --
Part Three. Creating Advertisements and Commercials --
10. Creative Strategy and the Creative Process --
11. Creative Execution: Art and Copy --
12. Producing Ads for Print, Electronic, and Digital Media --
Part Four. Using Advertising Media --
13. Using Print Media --
14. Using Electronic Media: Television and Radio --
15. Using Digital Interactive Media --
16. Using Out-of-Home, Exhibitive, and Supplementary Media --
Part Five. Integrating Advertising --
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion --
18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising --
Epilogue Repositioning a Brand --
Appendix A. Marketing Plan Outline --
Appendix B. Advertising Plan Outline.

Contemporary Advertising' looks at the evolution of advertising, the scope of advertising, gathering information for advertising planning, planning media strategy, using print media, and much more.

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