Higher Education
Author(s): Thomas O'Guinn | Chris Allen | Richard J. Semenik | Angeline Close Scheinbaum
ISBN: 9789386668639
7th Edition
Copyright: 2015
Binding: Paperback
Pages: 436
Trim Size : 279 x 216 mm
Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E from leading authors O'Guinn/Allen/Semenik/Close. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice – as the book's content follows the same process as an actual advertising agency.
Part 1: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY
1. The World of Advertising and IBP
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations
3. The History of Advertising and Brand Promotion
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion
Part 2: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION
5. Advertising, Integrated Brand Promotion, and Consumer Behavior
6. Market Segmentation, Positioning, and the Value Proposition
7. Advertising Research
8. Planning Advertising and Integrated Brand Promotion
Part 3: THE CREATIVE PROCESS
9. Managing Creativity in Advertising and IBP
10. Creative Message Strategy
11. Executing the Creative
Part 4: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA
12. Media Planning Essentials
13. Media Planning: Newspapers, Magazines, Television, and Radio
14. Media Planning: Advertising and IBP in Digital & Social Media
Part 5: INTEGRATED BRAND PROMOTION
15. Sales Promotion, Point-of-Purchase Advertising, and Support Media
16. Event Sponsorship, Product Placements, and Branded Entertainment
17. Integrating Direct Marketing and Personal Selling
18. Public Relations, Influencer Marketing, and Corporate Advertising
Thomas O'Guinn, University of Wisconsin-Madison
Thomas C. O'Guinn, Ph. D., is Professor of Marketing at The University Of Wisconsin-Madison.
Chris Allen, University of Cincinnati
Chris Allen, Ph. D., is the Arthur Beerman Professor of Marketing at the University of Cincinnati.
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.
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.
