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Advertising and Integrated Brand Promotion by Chris Allen, Thomas O'Guinn and Richard Semenik (2011, Hardcover, Revised edition)

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ADVERTISING AND INTEGRATED BRAND PROMOTION By Thomas O'guinn, Chris Allen, Richard J. Semenik - Hardcover **BRAND NEW**.

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O'Guinn/Allen/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E places the reader in the midst of today's fast-paced, exhilarating world of advertising -- demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.

Product Identifiers

Publisher
Cengage South-Western
ISBN-10
0538473320
ISBN-13
9780538473323
eBay Product ID (ePID)
92905129

Product Key Features

Author
Chris Allen, Richard Semenik, Thomas O'guinn
Publication Name
Advertising and Integrated Brand Promotion
Format
Hardcover
Language
English
Features
Revised
Publication Year
2011
Type
Textbook
Number of Pages
734 Pages

Dimensions

Item Length
10.9in
Item Height
1.2in
Item Width
8.7in
Item Weight
70.5 Oz

Additional Product Features

Edition Description
Revised Edition
Edition Number
6
Table of Content
PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. 1. The World of Advertising and Integrated Brand Promotion. 2. The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations. 3. The History of Advertising and Brand Promotion. 4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion. PART II: 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 and Promotion Research. 8. Planning Advertising and Integrated Brand Promotion. PART III: THE CREATIVE PROCESS. 9. Managing Creativity in Advertising and Integrated Brand Promotion. 10. Creative Message Strategy. 11. Executing the Creative. PART IV: 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/Interactive Media PART V: 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.
Copyright Date
2012
Target Audience
College Audience
Topic
Marketing / General, Advertising & Promotion
Dewey Decimal
659.1
Dewey Edition
23
Genre
Business & Economics

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item 1 Allen, Chris : Advertising and Integrated Brand Promoti
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item 2 Advertising and Integrated Brand Promotion - Hardcover By OGuinn, Thomas - GOOD
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item 3 Advertising and Integrated Brand Promotion by O'Guinn, Thomas, Allen, Chris, Se
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item 4 Advertising and Integrated Brand Pr..., Semenik, Richar
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Advertising and Integrated Brand Promotion by Chris Allen, Thomas O'Guinn and Richard Semenik (2011, Hardcover, Revised edition)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Allen, Chris : Advertising and Integrated Brand Promoti

item 2 Advertising and Integrated Brand Promotion - Hardcover By OGuinn, Thomas - GOOD

item 3 Advertising and Integrated Brand Promotion by O'Guinn, Thomas, Allen, Chris, Se

item 4 Advertising and Integrated Brand Pr..., Semenik, Richar

item 5 Advertising and Integrated Brand Promotion by O'Guinn, Thomas, Allen, Chris, Se

item 6 Advertising and Integrated Brand Promotion by Richard Semenik, Chris Allen...

item 7 Advertising and Integrated Brand Promotion by Thomas O'Guinn: Used

Best Selling in Textbooks

Diagnostic and Statistical Manual of Mental Disorders DSM-5-TR by American Psychiatric Association (2022, Trade Paperback)

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Self Heal by Design : The Role of Micro-organisms for Health by Barbara O'Neill (2018, Trade Paperback)

Research Design : Qualitative, Quantitative, and Mixed Methods Approaches by J. David Creswell and John W. Creswell (2022, Trade Paperback)

Diagnostic and Statistical Manual of Mental Disorders : DSM-5-TR by American Psychiatric Association (2022, Hardcover)

Cognitive Behavior Therapy : Basics and Beyond by Judith S. Beck (2020, Hardcover)

Encyclopedia of Counseling : Master Review and Tutorial for the National Counselor Examination, State Counseling Exams, and the Counselor Preparation Comprehensive Examination by Howard Rosenthal (2017, Trade Paperback, Revised edition,New Edition)

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