Advertising and Integrated Brand Promotion

by O’Guinn, Thomas; Allen, Chris; Semenik, Richard J.

• ISBN13: 9780324113808
• ISBN10: 0324113803
• Edition: 3rd
• Format: Hardcover
• Copyright: 2002-05-01
• Publisher: South-Western College Pub

Summary

Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.

Table of Contents

Preface	p. vi
Acknowledgments	p. xxii
The Process: Advertising in Business and Society	p. 2
Advertising as a Process	p. 4
The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations	p. 42
The Evolution of Advertising	p. 74
Social, Ethical, and Regulatory Aspects of Advertising	p. 114
From Principles to Practice: An Integrated Brand Promotion Case	p. 148
Planning: Analyzing the Advertising Environment	p. 158
Advertising and Consumer Behavior	p. 160
Market Segmentation, Positioning, and the Value Proposition	p. 208
Advertising and Promotion Research	p. 240
The Advertising Plan	p. 270
Advertising Planning: An International Perspective	p. 298
From Principles to Practice: Planning Advertising and IBP	p. 326
Preparing the Message	p. 336
Creativity and Advertising	p. 338
Message Strategy	p. 362
Copywriting	p. 400
Art Direction and Production	p. 434
From Principles to Practice: Preparing Advertising and IBP	p. 476
Placing the Message in Conventional and "New" Media	p. 484
Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand	p. 486
Media Planning: Print, Television, and Radio	p. 522
Media Planning: Advertising and the Internet	p. 558
From Principles to Practice: Cincinnati Bell Wireless: The Launch Campaign	p. 596
Integrated Brand Promotion	p. 604
Support Media, P-O-P Advertising, and Event Sponsorship	p. 606
Sales Promotion	p. 634
Direct Marketing	p. 668
Public Relations and Corporate Advertising	p. 694
From Principles to Practice: Sustaining and Growing the Brand after Launch	p. 718
Glossary	p. 727
Name/Brand/Company Index	p. 741
Subject Index	p. 750
Credits	p. 766
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