9780538473323

Advertising And Integrated Brand Promotion

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  • ISBN13:

    9780538473323

  • ISBN10:

    0538473320

  • Edition: 6th
  • Format: Hardcover
  • Copyright: 2011-02-16
  • Publisher: Cengage Learning
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Summary

O'Guinn/Allen/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E places the reader in the midst of today's fast-paced, exhilarating world of advertising -- demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.

Table of Contents

Advertising and Integrated Brand Promotion in Business and Society
The World of Advertising and Integrated Brand Promotion
The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations
The History of Advertising and Brand Promotion
Social, Ethical, and Regulatory Aspects of Advertising and Promotion
Analyzing The Environment for Advertising and Integrated Brand Promotion
Advertising, Integrated Brand Promotion, and Consumer Behavior
Market Segmentation, Positioning, and the Value Proposition
Advertising and Promotion Research
Planning Advertising and Integrated Brand Promotion
The Creative Process
Managing Creativity in Advertising and Integrated Brand Promotion
Creative Message Strategy
Executing the Creative
Placing The Message in Conventional and "New" Media
Media Planning Essentials
Media Planning: Newspapers, Magazines, Television, and Radio
Media Planning: Advertising and IBP in Digital/Interactive Media
Integrated Brand Promotion
Sales Promotion, Point-of-Purchase Advertising, and Support Media
Event Sponsorship, Product Placements, and Branded Entertainment
Integrating Direct Marketing and Personal Selling
Public Relations, Influencer Marketing, and Corporate Advertising
Table of Contents provided by Publisher. All Rights Reserved.

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