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Presenting Advertising as 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 Advertising is 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.
PART I: ADVERTISING PERSPECTIVES
Ch 1 Advertising Today?
CH 2 The Big Picture: The Evolution of IMC
Ch 3 The Big Picture: Economic and Regulatory Aspects
Ch 4 The Scope of Advertising: From Local to Global
PART II: CRAFTING MARKETING AND ADVERTISING STRATEGIES
Ch 5 Marketing and Consumer Behavior: The Foundations of Advertising
Ch 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Ch 7 Research: Gathering Information for Advertising Planning
Ch 8 Marketing and Advertising Planning
Ch 9 Planning Media Strategy: Disseminating the Message
PART III: CREATING ADVERTISEMENTS AND COMMERCIALS
Ch 10 Creative Strategy and the Creative Process
Ch 11 Creative Execution: Art and Copy
Ch 12 Producing Ads for Print, Electronic, and Digital Media
PART IV: USING ADVERTISING MEDIA
Ch 13 Using Print Media
Ch 14 Using Electronic Media: Television and Radio
Ch 15 Using Digital Interactive Media
Ch 16 Using Out-of-Home, Exhibitive, and Supplementary Media
PART V: INTEGRATING ADVERTISING WITH OTHER ELEMENTS OF IMC
Ch 17 Introducing Social Media
Ch 18 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Ch 19 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Epilogue Repositioning a Brand
Appendix A: Marketing Plan Outline
Appendix B: Advertising Plan Outline
