Contemporary Advertising - Brossura

Arens, William; Weigold, Michael; Arens, Christian

Brossura

ISBN 10: 0071220607 ISBN 13: 9780071220606

Casa editrice: McGraw-Hill Education, 2010

Riassunto

'Contemporary Advertising' looks at the evolution of advertising, the scope of advertising, gathering information for advertising planning, planning media strategy, using print media, and much more.

Su questo libro

L'autore:

Michael F. Weigold is Associate Dean for Undergraduate Affairs and Professor of Advertising at the University of Florida.  He has taught the introductory advertising class for nearly two decades at UF and also regularly teaches courses in advertising research, advertising campaigns, science communication, and communication theory. Professor Weigold has won many awards for both his teaching and scholarship. In 2007, he was designated International Educator of the Year for the College of Journalism and Communications and was one of twenty International Ambassadors for the University of Florida. That same year, he was awarded a Faculty Achievement Award by UF. In 2004, he was named the College's Teacher of the Year.He is the author or coauthor of over 40 publications and numerous conference papers. He has received a College of Journalism and Communications Researcher of the Year award, and his research has been funded by organizations that include the Kaiser Family Foundation, the Shands Cancer Center, and NASA. Professor Weigold's professional experience includes account planning at Fraily & Wilson, an Orlando advertising agency. He has also served as a consultant to a number of organizations, including KOBACO of South Korea, Unilever, Brown & Williamson, NASA, and many local clients.

Contenuti:

Part One Advertising Perspectives

1. What is Advertising Today?

2. The Evolution of Advertising

3. The Economic, Social, and Regulatory Aspects of Advertising

4. The Scope of Advertising: From Local to Global

Part Two Crafting Marketing and Advertising Strategies

5. Marketing and Consumer Behavior: The Foundations of Advertising

6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

7. Research: Gathering Information for Advertising Planning

8. Marketing and Advertising Planning

9. Planning Media Strategy: Finding Links to the Market

Part Three Creating Advertisements and Commercials

10. Creative Strategy and the Creative Process

11. Creative Execution: Art and Copy

12. Producing Ads for Print, Electronic, and Digital Media

Part Four Using Advertising Media

13. Using Print Media

14. Using Electronic Media: Television and Radio

15. Using Digital Interactive Media

16. Using Out-of-Home, Exhibitive, and Supplementary Media

Part Five Integrating Advertising

17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Epilogue Repositioning a Brand

Appendix A Marketing Plan Outline

Appendix B Advertising Plan Outline

Important Terms

Endnotes

Credits and Acknowledgments

Name Index

Company Index

Subject Index

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2010
• ISBN 10: 0071220607
• ISBN 13: 9780071220606
• Rilegatura: Copertina flessibile
• Numero di pagine: 736