Advertising And Integrated Brand Promotion
by O'GUINN/ALLEN/SEMENIKEdition: 5th
Format: Hardcover
Pub. Date: 2008-04-18
Publisher(s): South-Western College Pub
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Summary
Powerful and practical, current and cutting-edge, ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e captures the thrill of advertising with its integrated learning experience, solid theory, real-world examples, and coverage of emerging trends.
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 | |
| Media Planning: Print, Television, and Radio | |
| Media Planning: Advertising and IBP on the Internet | |
| Integrated Brand Promotion | |
| Support Media, Sales Promotion, and Point of Purchase Advertising | |
| Event Sponsorship, Product Placements, and Branded Entertainment | |
| Direct Marketing and Personal Selling | |
| Public Relations, Influencer Marketing, and Corporate Advertising | |
| Glossary | |
| Name/Brand/Company | |
| Index Subject | |
| Index Credits | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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