Advertising and Integrated Brand Promotion (with InfoTrac)
by O'GUINN/ALLEN/SEMENIKEdition: 4th
Format: Hardcover
Pub. Date: 2005-01-21
Publisher(s): South-Western College Pub
Other versions by this Author
List Price: $311.99
Rent Textbook
Select for Price
New Textbook
We're Sorry
Sold Out
Used Textbook
We're Sorry
Sold Out
eTextbook
We're Sorry
Not Available
How Marketplace Works:
- This item is offered by an independent seller and not shipped from our warehouse
- Item details like edition and cover design may differ from our description; see seller's comments before ordering.
- Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
- Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
- Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.
Summary
ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.
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 | |
| Print, Television, and Radio | |
| Media Planning: Advertising on the Internet | |
| Integrated Brand Promotion | |
| Support Media, Event Sponsorship, and Branded Entertainment | |
| Sales Promotion and Point of Purchase Advertising | |
| Direct Marketing | |
| Public Relations and Corporate Advertising | |
| Glossary. Name/Brand/Company | |
| Index Subject | |
| Index Credits | |
| Table of Contents provided by Publisher. All Rights Reserved. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
Digital License
You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.
More details can be found here.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.