Higher Education
Author(s): Thomas O'Guinn | Chris Allen | Angeline Close Scheinbaum | Richard J. Semenik
ISBN: 9781337362177
Edition: 8th
© Year : 2019
Binding: eBook
Imprint : South Western
Pages:
Show students how hard work and careful planning lead to strong advertising with O’Guinn/Allen/Close Scheinbaum/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. Coverage of social media, design thinking, and globalization exemplifies developments in today's digital society. Comprehensive MindTap integrates discussion of video and other medium.
*Special prices for countries of South-Asia
Part 1: Advertising and Integrated Brand Promotion in Business and Society
Chapter 1 The World of Advertising and Integrated Brand Promotion
1-1 The New World of Advertising and Integrated Brand Promotion
1-2 What Are Advertising and Integrated Brand Promotion?
1-3 Advertising as a Communication Process
1-4 The Audiences for Advertising
1-5 Advertising as a Business Process
1-6 From Advertising to Integrated Marketing Communications to Integrated Brand Promotion
Summary
Key Terms
Endnotes
Chapter 2 The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations
2-1 The Advertising Industry in Constant Transition
2-2 Trends Affecting the Advertising and Promotion Industry
2-3 The Scope and Structure of the Advertising and Promotion Industry
Summary
Key Terms
Endnotes
Chapter 3 The History of Advertising and Brand Promotion
3-1 The Rise of Advertising
3-2 The Eras of Advertising
3-3 Consumer Access, Connections, Branded Entertainment, and the Rise of Ad Blockers (2000 to Present)
3-4 Branded Entertainment
3-5 The Value of History
Summary
Key Terms
Endnotes
Chapter 4 Social, Ethical, and Regulatory Aspects of Advertising and Promotion
4-1 The Social Aspects of Advertising
4-2 The Ethical Aspects of Advertising
4-3 The Regulatory Aspects of Advertising
4-4 The Regulation of Other Promotional Tools
Summary
Key Terms
Endnotes
Part 2: Analyzing the Environment for Advertising and Integrated Brand Promotion
Chapter 5 Advertising, Integrated Brand Promotion, and Consumer Behavior
5-1 Perspective One: The Consumer as Decision Maker
5-2 Perspective Two: The Consumer as Social Being
Summary
Key Terms
Endnotes
Chapter 6 Market Segmentation, Positioning, and the Value Proposition
6-1 STP Marketing and Advertising
6-2 Segmenting Markets
6-3 Prioritizing Segments
6-4 Targeting
6-5 Working with a Value Proposition and a Brand Platform
Summary
Key Terms
Endnotes
Chapter 7 Advertising Research
7-1 Stage One: Developmental Advertising and IBP Research
7-2 Sources of Secondary Data
7-3 Stage Two: Copy Research
7-4 Stage Three: Results Research
7-5 Account Planning versus Advertising Research
7-6 Where Is Advertising Research Going?
Summary
Key Terms
Endnotes
Chapter 8 Planning Advertising and Integrated Brand Promotion
8-1 The Advertising Plan and Marketing Context
8-2 Introduction
8-3 Situation Analysis
8-4 Objectives
8-5 Budgeting
8-6 Strategy
8-7 Execution
8-8 Evaluation
8-9 The Role of the Agency in Planning Advertising and IBP
Summary
Key Terms
Endnotes
Part 3: The Creative Process
Chapter 9 Managing Creativity in Advertising and IBP
9-1 Why Does Advertising Thrive on Creativity?
9-2 Creativity across Domains
9-3 Agencies, Clients, and the Creative Process
9-4 Making Beautiful Music Together: Coordination, Collaboration, and Creativity
9-5 Have You Decided to Become More Creative?
Summary
Key Terms
Endnotes
Chapter 10 Creative Message Strategy
10-1 Message Strategy
10-2 Essential Message Objectives and Strategies
10-3 In the End
Summary
Key Terms
Endnotes
Chapter 11 Executing the Creative
11-1 The Creative Team and the Creative Brief
11-2 Copywriters and Art Directors
11-3 Copywriting
11-4 Art Direction
11-5 The Production Process in Television Advertising
Summary
Key Terms
Endnotes
Part 4: The Media Process
Chapter 12 Media Planning Essentials
12-1 Measured and Unmeasured Media
12-2 The Basic Ideas and Terms
12-3 Competitive Media Assessment
12-4 Media Efficiency
12-5 Social Media: What Is Different
12-6 Media Choice and Integrated Brand Promotions
12-6a Branded Entertainment
12-7 Planning Models
12-8 Making the Buy & Programmatic Media Buying
Summary
Key Terms
Endnotes
Chapter 13 Media Planning: Newspapers, Magazines, TV, and Radio
13-1 The Present and Future of Traditional Mass Media
13-2 Print Media—Strategic Planning Considerations
13-3 Television and Radio: Strategic Planning Considerations
Summary
Key Terms
Endnotes
Chapter 14 Media Planning: Advertising and IBP in Digital, Social, and Mobile Media
14-1 The Role of Digital, Social, and Mobile Media for IBP Synergy
14-2 Consumer and Brand Virtual Identity
14-3 Basics of Digital Advertising and Online Search
14-4 Importance of IBP in E-Tail: Emergence of Social E-Commerce and Big Data
14-5 Advantages of Digital, Social, and Mobile Media for Implementing Advertising and IBP Campaigns, as Well as the Dark Side
14-6 Synergizing with Other IBP Tools
Summary
Key Terms
Endnotes
Part 5: Integrated Brand Promotion
Chapter 15 Sales Promotion, Point-of-Purchase Advertising, and Support Media
15-1 The Role of Sales Promotion, Point-of-Purchase Advertising, and Support Media
15-2 Sales Promotion Defined
15-3 The Importance and Growth of Sales Promotion
15-4 Sales Promotion Directed at Consumers
15-5 Sales Promotion Directed at the Trade Channel and Business Markets
15-6 The Risks of Sales Promotion
15-7 Point-of-Purchase Advertising
15-8 Support Media
Summary
Key Terms
Endnotes
Chapter 16 Event Sponsorship, Product Placements, and Branded Entertainment
16-1 The Role of Event Sponsorship, Product Placements, and Branded Entertainment in IBP
16-2 Brand-Building and the Convergence of Advertising and Entertainment
16-3 Event Sponsorship: Measurement and Consumer Psychology
16-4 Product Placements
16-5 Branded Entertainment
16-6 The Coordination Challenge
Summary
Key Terms
Endnotes
Chapter 17 Integrating Direct Marketing and Personal Selling
17-1 The Evolution of Direct Marketing
17-2 Database Marketing
17-3 Media Applications in Direct Marketing
17-4 Closing the Sale with Direct Marketing and/or Personal Selling
Summary
Key Terms
Endnotes
Chapter 18 Public Relations, Influencer Marketing, and Corporate Advertising
18-1 Public Relations
18-2 Influencer Marketing
18-3 Corporate Advertising
Summary
Key Terms
Endnotes
Glossary
Name/Brand/Company Index
Subject Index
Thomas O'Guinn, University of Wisconsin-Madison
Thomas C. O'Guinn, Ph. D., is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Dr. O’Guinn has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.
Chris Allen, University of Cincinnati
Chris Allen, Ph. D., is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers' attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G's Marketing Innovation Research Fund--a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State.
Angeline Close Scheinbaum, University of Texas - Austin
Angeline Close Scheinbaum teaches in the Department of Advertising and Public Relations in the College of Communication at the University of Texas at Austin. Her main research interest is in the area of event marketing--namely, how consumers' experiences at sponsored events influence attitudes and consumer behavior. Her research explains how to engage consumers with events, how to uncover drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, what the role of sponsor-event congruity is, and why consumers may resist events. Professor Close Scheinbaum also researches consumers' experiences with electronic marketplaces–online experiences and how they interplay with on-ground events. She has contributed over a dozen peer-reviewed research publications and book chapters. They have appeared in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others. This research has been featured on CBS and in the New York Times, the Los Angeles Times, New Scientist, the St. Petersburg Times, and the Las Vegas Review-Journal. Close Scheinbaum also brings experience as a marketing research consultant, and she has contributed research projects for Hallmark, Coca-Cola, Dodge, Ford, Cingular, New Media Institute, Harvey's Grocery, United Community Bank, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Red Rock Country Club, Lexus, and Shell. Prior to joining the University of Texas, she served the University of Nevada, Las Vegas's business faculty for five years. Prior to that, she studied advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication and the Terry College of Business. Close Scheinbaum also has gained global experience while studying abroad in Madrid, Spain, and Avignon, France.
Richard J. Semenik, Montana State University - Bozeman
Richard J. Semenik, Ph. D., is Professor of Marketing and former Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Rich served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, Printingforless.com, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.
