Advertising and Integrated Brand Promotion

ISBN-10: 0324568622

ISBN-13: 9780324568622

Edition: 5th 2009

List price: $302.95 Buy it from $2.39
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Powerful and practical, current and cutting-edge, ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e captures the thrill of advertising with its integrated learning experience, solid theory, real-world examples, and coverage of emerging trends.
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Book details

List price: $302.95
Edition: 5th
Copyright year: 2009
Publisher: Cengage South-Western
Publication date: 4/18/2008
Binding: Hardcover
Pages: 768
Size: 9.75" wide x 11.00" long x 1.25" tall
Weight: 4.246
Language: English

Thomas C. O'Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.

The Process: Advertising And Integrated Brand Promotion In Business And Society
The World of Advertising and Integrated Brand Promotion
The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations
The Evolution of Promoting and Advertising Brands
Social, Ethical, and Regulatory Aspects of Advertising
The Planning: Analyzing The Advertising And Integrated Brand Promotion Environment
Advertising, Integrated Brand Promotion, and Consumer Behavior
Market Segmentation, Positioning, and the Value Proposition
Advertising and Promotion Research
Planning Advertising and Integrated Brand Promotion
Advertising Planning: An International Perspective
Preparing The Message
Creativity, Advertising, and the Brand
Message Strategy
Copywriting
Art Direction and Production
Placing The Message In Conventional And New Media
Media Strategy and Planning for Advertising and IBP
Media Planning: Print, Television, and Radio
Media Planning: Advertising and IBP on the Internet
Integrated Brand Promotion
Support Media, Sales Promotion, and Point of Purchase Advertising
Event Sponsorship, Product Placements, and Branded Entertainment
Direct Marketing and Personal Selling
Public Relations, Influencer Marketing, and Corporate Advertising
Glossary
Name/Brand/Company
Index Subject
Index Credits
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