TY  - BOOK
AU  - Arens, William F.
AU  - Weigold, Michael F. 
TI  - Contemporary advertising and integrated marketing communications / 
SN  - 978-1-260-57083-0
AV  - HF 5821 A74 2021 
PY  - 2021///
CY  - New York, NY : 
PB  - McGraw-Hill
KW  - ADVERTISING.
KW  - COMMUNICATION IN MARKETING
N1  - Includes glossary and index; 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 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 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 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 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
Non-government Regulation
The Better Business Bureau (BBB)
The Advertising Self-Regulatory Council (ASRC)
Regulation by the Media
Regulation by Consumer Groups
Self-Regulation by Advertisers
ER  -