Contemporary Advertising: 2026 Release ISE

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