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Table of contents: Part One: Advertising Perspectives
Chapter 1: Advertising and IMC 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 Campaign Strategy
Chapter 7: Research: Gathering Information for IMC Planning
Chapter 8: Marketing and IMC 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: Print, Electronic, and Digital Media Production
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
Product Detail: Language: English
ISBN-10: 0078028957
ISBN-13: 978-0078028953
ISBN-13: 9780078028953
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