Weigold, M: Contemporary Advertising
(Sprache: Englisch)
The rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising...
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The rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising today. - Our biggest changes are significantly more discussion of digital media in IMC and advertising throughout the book and specifically in the chapters on creative, media, and social media with the help of experts in these disciplines.
- This edition includes greater attention to ongoing issues of consumer privacy and data protection as well as ethics, diversity, and inclusion in the industry.
- Digital disruption is featured in new content on cable's biggest competitor, streaming or OTT video. Also, Chapter 13, formerly "Using Electronic Media: Television and Radio," is now titled "Using Audio and Video Media," reflecting how television is no longer the primary medium for video and how branded opportunities in audio include far more than radio.
Inhaltsverzeichnis zu „Weigold, M: Contemporary Advertising “
Chapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution
Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects
Chapter 4: The Scope of Advertising: From Local to Global
Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
Chapter 7: Research: Gathering Information for IMC Planning
Chapter 8: Marketing and IMC Planning
Chapter 9: Planning Media Strategy: Disseminating the Message
Chapter 10: Creative Strategy and the Creative Process
Chapter 11: Creative Execution: Art and Copy
Chapter 12: Advertising in Print Media
Chapter 13: Using Audio and Video Media
Chapter 14: Using Digital Interactive Media
Chapter 15: Social Media
Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 18: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Autoren-Porträt von Michael Weigold, William Arens, Christian Arens
Michael F. Weigold is 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. 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, NASA, and many local clients.
Bibliographische Angaben
- Autoren: Michael Weigold , William Arens , Christian Arens
- 2023, 17 ed, 736 Seiten, 91 Abbildungen, Taschenbuch, Englisch
- Verlag: McGraw-Hill Education Ltd
- ISBN-10: 126607709X
- ISBN-13: 9781266077098
Sprache:
Englisch
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