Contemporary Advertising,9781266854835

Contemporary Advertising

by ;
Edition: 17th
ISBN13: 9781266854835
ISBN10: 1266854835
Format: Loose-leaf
Pub. Date: 2023-06-22
Publisher(s): McGraw Hill
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Table of Contents

Chapter 1: Advertising and IMC Today 

Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution 

Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects 

Chapter 4: The Scope of Advertising: From Local to Global 

Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC 

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 

Chapter 11: Creative Execution: Art and Copy 

Chapter 12: Advertising in Print Media 

Chapter 13: Using Audio and Video Media 

Chapter 14: Using Digital Interactive Media 

Chapter 15: Social Media 

Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media 

Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 

Chapter 18: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 


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