Advertising And Integrated Brand Promotion

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

• ISBN13: 9780538473323
• ISBN10: 0538473320
• Edition: 6th
• Format: Hardcover
• Copyright: 2011-02-16
• Publisher: South-Western College Pub

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.