Contemporary Advertising: And Integrated Marketing Communications Book

Part One: Advertising Perspectives Chapter 1: Advertising Today? Chapter 2: The Big Picture: The Evolution of IMCChapter 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 Advertising Strategy Chapter 7: Research: Gathering Information for Advertising Planning Chapter 8: Marketing and Advertising 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: Producing Ads for Print, Electronic, and Digital Media 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 IMCChapter 17: Introducing Social MediaChapter 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 Outline