000 03452 a2200217 4500
008 150817b xxu||||| |||| 00| 0 eng d
020 _a9788131517383
082 _a659.1
100 _aSemenik, Richard J.
_918720
245 _aAdvertising and integrated brand promotion
_c Richard J Semenik, Thomas C O'Guinn and Chris T Allen;
250 _a6
260 _bCangage Learning
_c2015
_aAndover
300 _axii,710 p.
_bPaper
505 _a 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.
520 _aShow 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.
650 _aAdvertising
_918721
700 _aO'Guinn, Thomas C.;
_918896
700 _a Allen, Chris T.
_918897
942 _2ddc
_cBK
999 _c40512
_d40512