Advertising and Integrated Brand Promotion
by O’Guinn, Thomas; Allen, Chris; Semenik, Richard J.Edition: 3rd
Format: Hardcover
Pub. Date: 2002-05-01
Publisher(s): South-Western College Pub
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Summary
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
Table of Contents
| Preface | p. vi |
| Acknowledgments | p. xxii |
| The Process: Advertising in Business and Society | p. 2 |
| Advertising as a Process | p. 4 |
| The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations | p. 42 |
| The Evolution of Advertising | p. 74 |
| Social, Ethical, and Regulatory Aspects of Advertising | p. 114 |
| From Principles to Practice: An Integrated Brand Promotion Case | p. 148 |
| Planning: Analyzing the Advertising Environment | p. 158 |
| Advertising and Consumer Behavior | p. 160 |
| Market Segmentation, Positioning, and the Value Proposition | p. 208 |
| Advertising and Promotion Research | p. 240 |
| The Advertising Plan | p. 270 |
| Advertising Planning: An International Perspective | p. 298 |
| From Principles to Practice: Planning Advertising and IBP | p. 326 |
| Preparing the Message | p. 336 |
| Creativity and Advertising | p. 338 |
| Message Strategy | p. 362 |
| Copywriting | p. 400 |
| Art Direction and Production | p. 434 |
| From Principles to Practice: Preparing Advertising and IBP | p. 476 |
| Placing the Message in Conventional and "New" Media | p. 484 |
| Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand | p. 486 |
| Media Planning: Print, Television, and Radio | p. 522 |
| Media Planning: Advertising and the Internet | p. 558 |
| From Principles to Practice: Cincinnati Bell Wireless: The Launch Campaign | p. 596 |
| Integrated Brand Promotion | p. 604 |
| Support Media, P-O-P Advertising, and Event Sponsorship | p. 606 |
| Sales Promotion | p. 634 |
| Direct Marketing | p. 668 |
| Public Relations and Corporate Advertising | p. 694 |
| From Principles to Practice: Sustaining and Growing the Brand after Launch | p. 718 |
| Glossary | p. 727 |
| Name/Brand/Company Index | p. 741 |
| Subject Index | p. 750 |
| Credits | p. 766 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
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