Test Bank for Contemporary Advertising and Integrated Marketing Communications 15th Edition by Arens

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Table of Contents Chapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Evolution of Advertising and IMC Chapter 3: The Big Picture: Economic and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Part Two: Planning the Campaign Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising 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 Part Three: Executing and Evaluating the Campaign 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: Social Media Chapter 17: Using Out-of-Home, Exhibitive, and Supplementary Media Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

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