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Advertising and Integrated Brand Promotion

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ISBN-10: 0538473320

ISBN-13: 9780538473323

Edition: 6th 2012 (Revised)

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

List price: $249.95
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Book details

List price: $249.95
Edition: 6th
Copyright year: 2012
Publisher: Cengage South-Western
Publication date: 2/16/2011
Binding: Hardcover
Pages: 734
Size: 8.50" wide x 11.00" long x 1.25" tall
Weight: 4.136
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.

Advertising and Integrated Brand Promotion in Business and Society
The World of Advertising and Integrated Brand Promotion
The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations
The History of Advertising and Brand Promotion
Social, Ethical, and Regulatory Aspects of Advertising and Promotion
Analyzing The Environment for Advertising and Integrated Brand Promotion
Advertising, Integrated Brand Promotion, and Consumer Behavior
Market Segmentation, Positioning, and the Value Proposition
Advertising and Promotion Research
Planning Advertising and Integrated Brand Promotion
The Creative Process
Managing Creativity in Advertising and Integrated Brand Promotion
Creative Message Strategy
Executing the Creative
Placing The Message in Conventional and "New" Media
Media Planning Essentials
Media Planning: Newspapers, Magazines, Television, and Radio
Media Planning: Advertising and IBP in Digital/Interactive Media
Integrated Brand Promotion
Sales Promotion, Point-of-Purchase Advertising, and Support Media
Event Sponsorship, Product Placements, and Branded Entertainment
Integrating Direct Marketing and Personal Selling
Public Relations, Influencer Marketing, and Corporate Advertising