Test Bank for PROMO, 2nd Edition : OGuinn

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Product details:

• ISBN-10 ‏ : ‎ 1133372457
• ISBN-13 ‏ : ‎ 978-1133372455
• Author: Thomas Clayton O’Guinn; Chris Allen; Richard J. Semenik

Created by the continuous feedback of a “student-tested, faculty-approved” process, PROMO 2e delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with CourseMate that includes an eBook in addition to a set of interactive digital tools all at a value-based price and proven to increase retention and outcomes. PROMO 2e is written in a concise style with plenty of real-world examples to illustrate the concepts of promotion and give students a glimpse into the industry and the challenges it faces.

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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