Advertising and Integrated Brand Promotion (with InfoTrac)

by O'GUINN/ALLEN/SEMENIK

• ISBN13: 9780324289565
• ISBN10: 0324289561
• Edition: 4th
• Format: Hardcover
• Copyright: 2005-01-21
• Publisher: South-Western College Pub

Summary

ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.

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

Print, Television, and Radio

Media Planning: Advertising on the Internet

Integrated Brand Promotion

Support Media, Event Sponsorship, and Branded Entertainment

Sales Promotion and Point of Purchase Advertising

Direct Marketing

Public Relations and Corporate Advertising

Glossary. Name/Brand/Company

Index Subject

Index Credits

Table of Contents provided by Publisher. All Rights Reserved.