Contemporary Advertising: 2026 Release ISE

18. Auflage 2026
ISBN: 978-1-266-52353-3
Verlag: Open University Press

Buch, Englisch, Gewicht: 1497 g

Contemporary Advertising provides a comprehensive and engaging solution designed to immerse students in the dynamic world of advertising and IMC by combining real-world insights, award-winning examples, and hands-on learning tools to deliver a practical, student-centered approach to mastering advertising concepts. Contemporary Advertising emphasizes the evolving landscape of digital media, consumer privacy, diversity, and inclusion, while integrating cutting-edge strategies for creative execution, media planning, and social media marketing. Pair with McGraw Hill’s Connect platform for personalized reading with SmartBook, real-world practice through Application-Based Activities, and video cases, all designed to build strategic thinking skills for career readiness.

Autoren/Hrsg.

Weigold, Michael

Inhaltsverzeichnis

1. Advertising and IMC Today2. The Big Picture: The Functions of Advertising and Its Evolution3. The Big Picture: Economic, Ethical, and Regulatory Aspects4. The Scope of Advertising: From Local to Global5. Marketing and Consumer Behavior: The Foundations of IMC6. Market Segmentation and the Marketing Mix: Determinantsof Campaign Strategy7. Research: Gathering Information for IMC Planning8. Marketing and IMC Planning9. Planning Media Strategy: Disseminating the Message10. Creative Strategy and the Creative Process11. Creative Execution: Art and Copy12. Advertising in Print Media13. Using Audio and Video Media14. Using Digital Interactive Media15. Social Media16. Using Out-of-Home, Exhibitive, and Supplementary Media17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Über Autor(innen)

Weigold, Michael
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.