Test Bank for Advertising and Integrated Brand Promotion, 6th Edition: OGuinn

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Product details:

• Language ‏ : ‎ English
• ISBN-10 ‏ : ‎ 0538473320
• Product Dimensions ‏ : ‎ 8.5 x 1.25 x 11 inches; 4.4 Pounds
• Publication date ‏ : ‎ February 16, 2011
• Publisher ‏ : ‎ Cengage Learning; 6 edition
• ISBN-13 ‏ : ‎ 978-0538473323
• Author: Thomas C. O’Guinn; Chris Allen; Richard J. Semenik

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.

Table of contents:

Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.

1. The World of Advertising and IBP.

2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, 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 Research.

8. Planning Advertising and Integrated Brand Promotion.

Part III: THE CREATIVE PROCESS.

9. Managing Creativity in Advertising and IBP.

10. Creative Message Strategy.

11. Executing the Creative.

Part IV: THE MEDIA PROCESS.

12. Media Planning Essentials.

13. Media Planning: Newspapers, Magazines, Television, and Radio.

14. Media Planning: Advertising and IBP in Digital, Social, & Mobile 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.

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