Contemporary Advertising(15版)

Contemporary Advertising(15版)
定價：1340 元
NT $ 1,273
 

內容簡介

　　The newest edition of Arens includes a number of updates to help instructors remain relevant and current. New chapter-opening stories include the advertising success stories of Activia, Lance Armstrong, the ALS Foundation “Ice Bucket Challenge,” the Banner ads for Psychopaths campaign, and the Dumb Ways to Die campaign. Global advertising coverage increased and integrated throughout. Updated case study epilogue on the highly successful “Priceless” branding campaign for MasterCard, created by McCann Worldwide in New York.
 

目錄

PART I: WHAT ARE ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS?
Ch 1 Advertising and IMC Today
Ch 2 The Big Picture: The Evolution of Advertising and IMC
Ch 3 The Big Picture: Economic 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 Advertising
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 Print, Electronic, and Digital Media Production
Ch13 Using Print Media
Ch14 Using Electronic Media: Television and Radio
Ch15 Using Digital Interactive Media
Ch16 Social Media
Ch17 Using Out-of-Home, Exhibitive, and Supplementary Media
Ch18 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Ch19 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
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