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Mindtap Course List Ser.: Advertising and Integrated Brand Promotion by Chris Allen, Angeline Close Scheinbaum, Richard Semenik and Thomas O'Guinn (2018, Trade Paperback)
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You see how strong advertising is the result of hard work and careful planning.
- ¡Cómpralo ya!Advertising and Integrated Brand Promotion
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Product Identifiers
PublisherCengage Learning
ISBN-101337110213
ISBN-139781337110211
eBay Product ID (ePID)237800880
Product Key Features
Number of Pages448 Pages
LanguageEnglish
Publication NameAdvertising and Integrated Brand Promotion
Publication Year2018
SubjectMarketing / General, Advertising & Promotion
FeaturesRevised
TypeTextbook
AuthorChris Allen, Angeline Close Scheinbaum, Richard Semenik, Thomas O&Apos;Guinn
Subject AreaBusiness & Economics
SeriesMindtap Course List Ser.
FormatTrade Paperback
Dimensions
Item Height10.6 in
Item Weight36.2 Oz
Item Length1.1 in
Item Width8.5 in
Additional Product Features
Edition Number8
Intended AudienceCollege Audience
LCCN2017-952641
Dewey Edition23
IllustratedYes
Dewey Decimal659.1
Edition DescriptionRevised edition
Table Of ContentPart 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.
SynopsisPlace yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium., Place yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice.Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium.
LC Classification NumberHF5801
