Contemporary Advertising – Michael F. Weigold & William F. Arens (17th Edition) – Complete Test Bank Chapters 1–18

Contemporary Advertising – Michael F. Weigold & William F. Arens (17th Edition) – Complete Test Bank Chapters 1–18,,,, 1.Advertising and IMC Today, 2. The Big Picture: The Functions of Advertising and Its Evolution, 3. The Big Picture: Economic, Ethical, and Regulatory Aspects, 4. The Scope of Advertising: From Local to Global, 5. Marketing and Consumer Behavior: The Foundations of IMC, 6. Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy, 7. Research: Gathering Information for IMC Planning, 8. Marketing and IMC Planning, 9. Planning Media Strategy: Disseminating the Message, 10. Creative Strategy and the Creative Process, 11. Creative Execution: Art and Copy, 12. Advertising in Print Media, 13. Using Audio and Video Media, 14. Using Digital Interactive Media, 15. Social Media, 16. Using Out-of-Home, Exhibitive, and Supplementary Media, 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion, 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising