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MindTap for Advertising and Integrated Brand Promotion

Author(s): Thomas O'Guinn | Chris Allen | Angeline Close Scheinbaum | Richard J. Semenik

ISBN: 9781337362177

8th Edition

Copyright: 2019

₹850

Binding: eBook

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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

  • INTEGRATED INTERNATIONAL COVERAGE HIGHLIGHTS GLOBAL ADVERTISING ISSUES. Drawing recent examples straight from today's global marketplace, this edition provides real world insights as the authors apply their international experience to the numerous challenges facing advertisers in different markets. Students examine integrated brand promotion ideas and successes from around the world, as they develop an understanding of the complexities of advertising in today's fast-paced business environment.

 

 

 

Part 1: Advertising and Integrated Brand Promotion in Business and Society

Chapter 1 The World of Advertising and Integrated Brand Promotion

Chapter 2 The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

Chapter 3 The History of Advertising and Brand Promotion

Chapter 4 Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Part 2: Analyzing the Environment for Advertising and Integrated Brand Promotion

Chapter 5 Advertising, Integrated Brand Promotion, and Consumer Behavior

Chapter 6 Market Segmentation, Positioning, and the Value Proposition

Chapter 7 Advertising Research

Chapter 8 Planning Advertising and Integrated Brand Promotion

Part 3: The Creative Process

Chapter 9 Managing Creativity in Advertising and IBP

Chapter 10 Creative Message Strategy

Chapter 11 Executing the Creative

Part 4: The Media Process

Chapter 12 Media Planning Essentials

Chapter 13 Media Planning: Newspapers, Magazines, TV, and Radio

Chapter 14 Media Planning: Advertising and IBP in Digital, Social, and Mobile Media

Part 5: Integrated Brand Promotion

Chapter 15 Sales Promotion, Point-of-Purchase Advertising, and Support Media

Chapter 16 Event Sponsorship, Product Placements, and Branded Entertainment

Chapter 17 Integrating Direct Marketing and Personal Selling

Chapter 18 Public Relations, Influencer Marketing, and Corporate Advertising

Glossary

Name/Brand/Company Index

Subject Index

Thomas O'Guinn, University of Wisconsin-Madison

Chris Allen, University of Cincinnati

Angeline Close Scheinbaum, University of Texas - Austin

Richard J. Semenik, Montana State University - Bozeman

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