Test Bank for Contemporary Advertising & Integrated Marketing Communications 14th Edition by Arens

Complete downloadable Test Bank for Contemporary Advertising & Integrated Marketing Communications 14th Edition by Arens. INSTRUCTOR RESOURCE INFORMATION
TITLE: Contemporary Advertising & Integrated Marketing Communications
RESOURCE:Test Bank
EDITION: 14th Edition
AUTHOR: Arens, Weigold, Arens
PUBLISHER: McGraw Hill Higher Education

Table of content

Chapter 1: Advertising and IMC Today?
Chapter 2: The Big Picture: The Evolution of IMC
Chapter 3: The Big Picture: Economic and Regulatory Aspects
Chapter 4: The Scope of Advertising: From Local to Global
Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Chapter 7: Research: Gathering Information for Advertising 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: Print, Electronic, and Digital Media, Production
Chapter 13: Using Print Media
Chapter 14: Using Electronic Media: Television and Radio
Chapter 15: Using Digital Interactive Media
Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 17: Introducing Social Media
Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising All Appendices

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