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Presenting Advertisingas 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 Advertisingis 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 Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
Table of Contents
Part One: Advertising Perspectives
Chapter 1: Advertising Today?
Chapter 2: The Big Picture: The Evolution of IMC
Chapter 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 IMC
Chapter 17: Introducing Social Media
Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising