| Description |
1 online resource |
| Contents |
Cover -- Title Page -- Copyright Page -- Dedication -- The Preface -- Our Thanks -- Contents in Brief -- Detailed Contents -- Part One What Are Advertising and Integrated Marketing Communications? -- 1. Advertising and IMC Today -- What Is Advertising? -- Communication: What Makes Advertising Unique -- The Human Communication Process -- Applying the Communication Process to Advertising -- IMC and Relationship Marketing -- The Importance of Relationships -- Levels of Relationships -- The Evolution of the IMC Concept -- The Dimensions of IMC |
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Marketing: Determining the Type of IMC Message to Use -- What Is Marketing? -- Advertising and the Marketing Process -- Identifying Target Markets and Target Audiences -- Implementing Marketing Strategy -- Additional Benefits of Integrated Marketing Communications -- 2. The Big Picture: The Functions of Advertising and Its Evolution -- The Functions of Advertising -- The Evolution of Advertising -- Early Advertising -- The Industrial Age and the Birth of Ad Agencies -- The Golden Age of Advertising -- The Postindustrial Age -- The Global Interactive Age: Looking at the 21st Century |
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How Advertising Turns Products into Brands -- Why Do Companies Brand Their Products? -- Creating a Brand Vision -- The Brand Personality -- The Broader Impact of Advertising on Society and Ethics -- 3. The Big Picture: Economic, Ethical, and Regulatory Aspects -- The Many Controversies about Advertising -- Economics: How Advertising Functions in Free Markets -- Principles of Free-Market Economics -- The Economic Impact of Advertising -- Effect on the Value of Products -- Effect on Prices -- Effect on Competition -- Effect on Consumer Demand -- Effect on Consumer Choice |
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Effect on the Business Cycle -- The Abundance Principle: The Economic Impact of Advertising in Perspective -- The Social Impact of Advertising -- Deception in Advertising -- The Effect of Advertising on Our Value System -- The Proliferation of Advertising -- The Use of Stereotypes in Advertising -- Offensiveness in Advertising -- The Social Impact of Advertising in Perspective -- Social Responsibility and Advertising Ethics -- Advertisers' Social Responsibility -- Ethics of Advertising -- Government Restraints on International Advertisers -- Current Regulatory Issues Affecting U.S. Advertisers |
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Freedom of Commercial Speech -- Consumer Privacy -- Protecting Consumer Data -- Government Regulation of Advertising in North America -- The U.S. Federal Trade Commission -- The Food and Drug Administration (FDA) -- The Federal Communications Commission (FCC) -- The Patent and Trademark Office and the Library of Congress -- State and Local Regulation -- Nongovernment Regulation -- The Better Business Bureau (BBB) -- The Advertising Self-Regulatory Council (ASRC) -- Regulation by the Media -- Regulation by Consumer Groups -- Self-Regulation by Advertisers |
| Reading List |
ALR733 prescribed text 2024
|
| Form |
Electronic book
|
| Author |
Weigold, Michael, author
|
|
Arens, Christian, author
|
| ISBN |
9781260590050 |
|
1260590054 |
|
