Advertising and Integrated Brand Promotion (with CourseMate with Ad Age Printed

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The Nile on eBay Advertising and Integrated Brand Promotion (with CourseMate with Ad Age Printed Access Card) by Thomas O'Guinn, Chris Allen, Angeline Close, Richard J. Semenik Lets you place yourself in the midst of fast-paced world of advertising. This book combines an understanding of advertising strategy and important theory with real-world applications. It equips you with the tools, knowledge, and practice to get results in advertising and business. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E from leading authors O'Guinn/Allen/Semenik/Close. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery. 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 content follows the same process as an actual advertising agency. Table of Contents Part 1: 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 2: 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 3: THE CREATIVE PROCESS. 9. Managing Creativity in Advertising and IBP. 10. Creative Message Strategy. 11. Executing the Creative. Part 4: PLACING THE MESSAGE IN CONVENTIONAL AND NEW" MEDIA. 12. Media Planning Essentials. 13. Media Planning: Newspapers, Magazines, Television, and Radio. 14. Media Planning: Advertising and IBP in Digital & Social Media. Part 5: 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." Review "I think it's a great use of resources for the students for a variety of reasons. First, students can see more and learn more by looking at ads and videos online, rather than just in print. Second, Ad Age provides a lot of up-to-date information about advertising that would be out dated by the time it was printed in a textbook. Lastly, it seems hard for student's today to sit and read a textbook and get a lot from it. They need activity. By being able to go online, while reading the textbook, it makes learning material more active and effective for them." "I like the current design, photos/ sample ads and activities. It looks like the new design will offer even more current content/ activities for students that reflect contemporary needs in the advertising market." Review Quote "I think it's a great use of resources for the students for a variety of reasons. First, students can see more and learn more by looking at ads and videos online, rather than just in print. Second, Ad Age provides a lot of up-to-date information about advertising that would be out dated by the time it was printed in a textbook. Lastly, it seems hard for student's today to sit and read a textbook and get a lot from it. They need activity. By being able to go online, while reading the textbook, it makes learning material more active and effective for them." New Feature Part 1: 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 2: 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 3: THE CREATIVE PROCESS. 9. Managing Creativity in Advertising and IBP. 10. Creative Message Strategy. 11. Executing the Creative. Part 4: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA. 12. Media Planning Essentials. 13. Media Planning: Newspapers, Magazines, Television, and Radio. 14. Media Planning: Advertising and IBP in Digital & Social Media. Part 5: 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. Details ISBN 1285187814 Author Richard J. Semenik Publisher Cengage Learning, Inc Year 2014 Edition 7th ISBN-10 1285187814 ISBN-13 9781285187815 Format Hardcover Place of Publication Florence Country of Publication United States Affiliation Manchester Metropolitan University, UK Short Title ADVERTISING & INTEGRATED BRAND Language English Media Book DEWEY 659.1 Birth 1948 Edition Description Revised Pages 432 Publication Date 2014-02-13 Imprint South-Western College Publishing Replaced by 9781337110211 Audience College/Higher Education Series MindTap Course List UK Release Date 2014-02-13 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:94687337;