Contemporary Advertising (第14版)

PART I: ADVERTISING PERSPECTIVES
Ch 1 Advertising Today?
CH 2 The Big Picture: The Evolution of IMC
Ch 3 The Big Picture: Economic and Regulatory Aspects
Ch 4 The Scope of Advertising: From Local to Global

PART II: CRAFTING MARKETING AND ADVERTISING STRATEGIES
Ch 5 Marketing and Consumer Behavior: The Foundations of Advertising
Ch 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Ch 7 Research: Gathering Information for Advertising Planning
Ch 8 Marketing and Advertising Planning
Ch 9 Planning Media Strategy: Disseminating the Message

PART III: CREATING ADVERTISEMENTS AND COMMERCIALS
Ch 10 Creative Strategy and the Creative Process
Ch 11 Creative Execution: Art and Copy
Ch 12 Producing Ads for Print, Electronic, and Digital Media

PART IV: USING ADVERTISING MEDIA
Ch 13 Using Print Media
Ch 14 Using Electronic Media: Television and Radio
Ch 15 Using Digital Interactive Media
Ch 16 Using Out-of-Home, Exhibitive, and Supplementary Media

PART V: INTEGRATING ADVERTISING WITH OTHER ELEMENTS OF IMC
Ch 17 Introducing Social Media
Ch 18 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Ch 19 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Epilogue Repositioning a Brand
Appendix A: Marketing Plan Outline
Appendix B: Advertising Plan Outline