(EBook PDF) Contemporary Advertising and Integrated Marketing Communications 15th edition by William F Arens, Michal F Weigolo 1259548155 9781259548154 full chapters

Contemporary Advertising and Integrated Marketing Communications 15th Table of contents: 

Part One: Advertising Perspectives

Advertising and IMC Today
The Big Picture: The Evolution of IMC
The Big Picture: Economic and Regulatory Aspects
The Scope of Advertising: From Local to Global

Part Two: Crafting Marketing and Advertising Strategies
Marketing and Consumer Behavior: The Foundations of Advertising
Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Research: Gathering Information for Advertising Planning
Marketing and IMC Planning
Planning Media Strategy: Disseminating the Message

Part Three: Creating Messages
Creative Strategy and the Creative Process
Creative Execution: Art and Copy
Print, Electronic, and Digital Media, Production

Part Four: Using Advertising Media
Using Print Media
Using Electronic Media: Television and Radio
Using Digital Interactive Media
Using Out-of-Home, Exhibitive, and Supplementary Media
Introducing Social Media

Part Five: Integrating Advertising with Other Elements of IMC
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising