Test Bank Contemporary Advertising 16th Edition by William Arens
$24.99
Test Bank Contemporary Advertising 16th Edition by William Arens
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Product Description
Test Bank Contemporary Advertising 16th Edition by William Arens
Contemporary Advertising offers an in-depth exploration of advertising practices in the contemporary media environment, emphasizing the integration of digital and traditional media. The 16th edition has been updated to reflect the latest trends and industry changes, focusing on digital media’s impact on advertising and integrated marketing communication (IMC). The textbook discusses ethical considerations, diversity, consumer privacy, and the influence of digital disruption, such as streaming video services.
ISBN-10: 1260259307, ISBN-13: 9781260259308
William F. Arens, Michael F. Weigold, Christian Arens
Table of Contents
1. Advertising and IMC Today
2. The Big Picture: The Functions of Advertising and Its Evolution
3. The Big Picture: Economic, Ethical, and Regulatory Aspects
4. The Scope of Advertising: From Local to Global
5. Marketing and Consumer Behavior: The Foundations of IMC
6. Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
9. Planning Media Strategy: Disseminating the Message
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Advertising in Print Media
13. Using Audio and Video Media
14. Using Digital Interactive Media
15. Social Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising