Solution Manual for Contemporary Advertising, 15th Edition, By William Arens, Michael Weigold, Christian Arens, ISBN10: 1259548155, ISBN13: 9781259548154, ISBN10: 1259896625, ISBN13: 9781259896620
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Part One: What are Advertising and Integrated Marketing Communications?
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.