1. Practical, hands-on approach.
2. Intended for UG students in liberal arts, journalism, mass communication, and business.
3. Most extensive revision to day! Significantly more coverage of digital & social media, consumer privacy and data protection, ethics, diversity and global coverage.
4. All data, examples, statistics, images and vignettes updated to reflect the latest information available.
5. Extensive inclusion of award-winning advertisements!
PART I: WHAT ARE ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS?
Ch 1 Advertising and IMC Today
Ch 2 The Big Picture: The Fnctions of Advertising and Its Evolution
Ch 3 The Big Picture: Economic, Ethical, and Regulatory Aspects
Ch 4 The Scope of Advertising: From Local to Global
PART II: PLANNING THE CAMPAIGN
Ch 5 Marketing and Consumer Behavior: The Foundations of IMC
Ch 6 Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
Ch 7 Research: Gathering Information for IMC Planning
Ch 8 Marketing and IMC Planning
Ch 9 Planning Media Strategy: Disseminating the Message
Ch10 Creative Strategy and the Creative Process
PART III: EXECUTING AND EVALUATING THE CAMPAIGN
Ch11 Creative Execution: Art and Copy
Ch12 Advertising in Print Media
Ch13 Using Electronic Media: Television and Radio
Ch14 Using Digital Interactive Media
Ch15 Social Media
Ch16 Using Out-of-Home, Exhibitive, and Supplementary Media
Ch17 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Ch18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
作者：Williams F. Arens
作者：Michael F. Weigold
現職：University of Florida