Advertising and integrated brand promotion Richard J Semenik, Thomas C O'Guinn and Chris T Allen;
Publication details: Cangage Learning 2015 AndoverEdition: 6Description: xii,710 p. PaperISBN:- 9788131517383
- 659.1
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
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Main Library ON SHELF | ADVERTISIN | 659.1/ Sem/ 30168 (Browse shelf(Opens below)) | Available | 11130168 |
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| 659.1/ Heg/ 31977 Hegarty on advertising : | 659.1/ Pan/ 30342 Pandeymonium : Piyush Pandey On Advertising | 659.1/ Par/ 31985 Nawabs, nudes amd noodles | 659.1/ Sem/ 30168 Advertising and integrated brand promotion | 659.1/ Sri/ 30422 'Ad'apting to markets : | 659.1/ Sur/Sri/ 30588 Public service Advertising | 659.109/ Ogi/ Rap/ 29948 The unpublished David Ogilvy |
PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and Integrated Brand Promotion.
2. The Global Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations.
3. Regulatory, Social and Ethical Aspects of Advertising and Promotion in the Global Market.
4. The History of Advertising and Brand Promotion.
PART II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
5. Advertising, Consumer Behavior, and Integrated Brand Promotion.
6. Market Segmentation, Positioning, and the Value Proposition
7. Research in Advertising and Promotion.
8. Planning for 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 &ldquoNEW" MEDIA.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital/Interactive Media
Project Based Activity for Part IV.
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.
Project Based Activities.
Project One.
Project Two.
Project Three.
Project Four.
Project Five.
Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, from leading authors Semenik/Allen/O'Guinn. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. More than 500 of today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice - as the book's contents follows the same process as an actual advertising agency.
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