Contemporary Advertising and Integrated Marketing Communications 14th Edition Arens Solutions Manual

Product details:

ISBN-10 ‏ : ‎ 0078028957
ISBN-13 ‏ : ‎ 978-0078028953
Author: Christian Arens

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.

Table contents:

Part I: Advertising PerspectivesChapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of AdvertisingChapter 4 The Scope of Advertising: From Local to Global

Part II: Crafting Marketing and Advertising StrategiesChapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising PlanningChapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market

Part III: Integrating Advertising With Other Elements of the Communication MixChapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Part IV: Creating Advertisements and CommercialsChapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media

Part V: Using Advertising MediaChapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and RadioChapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media

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