Advertising And Integrated Brand Promotion

by O'GUINN/ALLEN/SEMENIK

• ISBN13: 9780324568622
• ISBN10: 0324568622
• Edition: 5th
• Format: Hardcover
• Copyright: 2008-04-18
• Publisher: South-Western College Pub

Summary

Powerful and practical, current and cutting-edge, ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e captures the thrill of advertising with its integrated learning experience, solid theory, real-world examples, and coverage of emerging trends.

Table of Contents

The Process: Advertising And Integrated Brand Promotion In Business And Society

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations

The Evolution of Promoting and Advertising Brands

Social, Ethical, and Regulatory Aspects of Advertising

The Planning: Analyzing The Advertising And Integrated Brand Promotion Environment

Advertising, Integrated Brand Promotion, and Consumer Behavior

Market Segmentation, Positioning, and the Value Proposition

Advertising and Promotion Research

Planning Advertising and Integrated Brand Promotion

Advertising Planning: An International Perspective

Preparing The Message

Creativity, Advertising, and the Brand

Message Strategy

Copywriting

Art Direction and Production

Placing The Message In Conventional And New Media

Media Strategy and Planning for Advertising and IBP

Media Planning: Print, Television, and Radio

Media Planning: Advertising and IBP on the Internet

Integrated Brand Promotion

Support Media, Sales Promotion, and Point of Purchase Advertising

Event Sponsorship, Product Placements, and Branded Entertainment

Direct Marketing and Personal Selling

Public Relations, Influencer Marketing, and Corporate Advertising

Glossary

Name/Brand/Company

Index Subject

Index Credits

Table of Contents provided by Publisher. All Rights Reserved.