Contemporary Advertising

13 Rev ed
ISBN: 978-0-07-122060-6
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 736 Seiten, Format (B × H): 217 mm x 276 mm, Gewicht: 1663 g

Autoren/Hrsg.

Arens, William F.

Weigold, Michael F.

Arens, Christian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Weigold, Michael F.
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.

Arens, Christian
Christian Arens brings more than 15 years of theoretical and practical business, advertising and marketing experience. He has served in such positions as Partner at Catalyst S+F, President at MindTime Technologies, VP/Digital Strategy at DraftFCB and VP Group Media Director at Carat Interactive. In his advertising days, Chris worked on such clients as Motorola, RadioShack, Amazon.com, Electronic Arts, EarthLink, AT&T, Taco Bell, Levi's, MLB.com, AAA,  Microsoft, Avaya, Progressive insurance and more. Successful in starting and helping to raise capital for companies, who he continues to advise in business strategy, revenue/channel development, marketing, advertising and fundraising. Chris is also an active leader in the digital advertising community, frequently speaking at industry events.