TY  - BOOK
AU  - 
TI  - Contemporary Advertising: and integrated marketing communications
SN  - 9781266077098
U1  - 659.1  WMC 23
PY  - 2024///
CY  - New York
PB  - McGraw Hill
KW  - qarmk
KW  - Advertising
N1  - The rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising today. 

- Our biggest changes are significantly more discussion of digital media in IMC and advertising throughout the book and specifically in the chapters on creative, media, and social media with the help of experts in these disciplines. 

- This edition includes greater attention to ongoing issues of consumer privacy and data protection as well as ethics, diversity, and inclusion in the industry. 

- Digital disruption is featured in new content on cable's biggest competitor, streaming or OTT video. Also, Chapter 13, formerly "Using Electronic Media: Television and Radio," is now titled "Using Audio and Video Media," reflecting how television is no longer the primary medium for video and how branded opportunities in audio include far more than radio; 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
ER  -