Contemporary Advertising, 15th Edition

Book 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 Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

Table of Contents

PART 1: What are Advertising and Integrated Marketing Communications?
Chapter 1 Advertising and IMC Today
Chapter 2 The Big Picture: The Evolution of Advertising and IMC
Chapter 3 The Big Picture: Economic and Regulatory Aspects
Chapter 4 The Scope of Advertising: From Local to Global

PART 2: Planning the Campaign
Chapter 5 Marketing and Consumer : 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 3: Executing and Evaluating the Campaign
Chapter 11 Creative Execution: Art and Copy
Chapter 12 Print, , and Media Production
Chapter 13 Using Print Media
Chapter 14 Using Electronic Media: Television and
Chapter 15 Using Digital Interactive Media
Chapter 16 Social Media
Chapter 17 Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 18 Relationship Building: Direct Marketing, Personal Selling, and Promotion
Chapter 19 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Book Details

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Download from UpLoadedTrue PDF3501/05/2017
Download from ZippyShareTrue PDF3508/28/2016
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