000			02912nam a22002657a 4500
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008			251113b ua|||||| |||| 00| 0 eng d
020			_a9781266077098
040			_beng
043			_aua
082		4	_223 _a659.1 WMC
100	1		_qWeigold, Michael F.
245	1		_aContemporary Advertising: _band integrated marketing communications/ _cMichael F. Weigold, William F. Arens.
250			_a17th Edition
264		1	_aNew York : _bMcGraw Hill, _c© 2024.
300			_axxviii, 720 p. : _billustrations (color) ; _c28 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
500			_aThe 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.
505			_aChapter 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
650	1	7	_2qarmk. _xAdvertising.
942			_2ddc _cBK
999			_c13531 _d13531