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  • Test Bank For Contemporary Advertising 16th Edition William Arens Michael Weigold

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    Edward Bubier
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    This document provides the table of contents for the textbook "Contemporary Advertising" by William Arens and Michael Weigold. The textbook is divided into three parts that cover the fundamentals of advertising and integrated marketing communications, planning an advertising campaign, and executing and evaluating the campaign. The table of contents lists 18 chapters that address topics such as marketing, research, media strategy, creative execution, and relationship building tactics. It also includes two appendices that outline marketing and advertising plans.

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    Test Bank for Contemporary Advertising 16th Edition William Arens Michael Weigold

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    This document provides the table of contents for the textbook "Contemporary Advertising" by William Arens and Michael Weigold. The textbook is divided into three parts that cover the fundamentals of advertising and integrated marketing communications, planning an advertising campaign, and executing and evaluating the campaign. The table of contents lists 18 chapters that address topics such as marketing, research, media strategy, creative execution, and relationship building tactics. It also includes two appendices that outline marketing and advertising plans.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    143 views2 pages

    Test Bank For Contemporary Advertising 16th Edition William Arens Michael Weigold

    Uploaded by

    Edward Bubier
    This document provides the table of contents for the textbook "Contemporary Advertising" by William Arens and Michael Weigold. The textbook is divided into three parts that cover the fundamentals of advertising and integrated marketing communications, planning an advertising campaign, and executing and evaluating the campaign. The table of contents lists 18 chapters that address topics such as marketing, research, media strategy, creative execution, and relationship building tactics. It also includes two appendices that outline marketing and advertising plans.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Test Bank for Contemporary Advertising,

    16th Edition, William Arens Michael


    Weigold

    Full download chapter at: https://testbankbell.com/product/test-bank-for-


    contemporary-advertising-16th-edition-william-arens-michael-weigold/

    Table of Contents

    Part One: What are Advertising and IntegratedMarketing Communications?

    Chapter 1: Advertising and IMC Today

    Chapter 2: The Big Picture: The Functions ofAdvertising and Its Evolution

    Chapter 3: The Big Picture: Economic, Ethical,and Regulatory Aspects

    Chapter 4: The Scope of Advertising: From Localto Global

    Part Two: Planning the Campaign

    Chapter 5: Marketing and Consumer Behavior: TheFoundations of IMC

    Chapter 6: Market Segmentation and the MarketingMix: Determinants of


    Campaign Strategy

    Chapter 7: Research: Gathering Information forIMC Planning

    Chapter 8: Marketing and IMC Planning

    Chapter 9: Planning Media Strategy:Disseminating the Message

    Chapter 10: Creative Strategy and the CreativeProcess

    Part Three: Executing and Evaluating the Campaign


    Chapter 11: Creative Execution: Art and Copy

    Chapter 12: Advertising in Print Media

    Chapter 13: Using Electronic Media: Televisionand Radio

    Chapter 14: Using Digital Interactive Media

    Chapter 15: Social Media

    Chapter 16: Using Out-of-Home, Exhibitive, andSupplementary Media

    Chapter 17: Relationship Building: DirectMarketing, Personal Selling, and


    Sales Promotion

    Chapter 18: Relationship Building: PublicRelations, Sponsorship, and


    Corporate Advertising

    Epilogue: Repositioning a Brand

    Appendix A: Marketing Plan Outline

    Appendix B: Advertising Plan Outline

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