Advertising and Integrated Brand Promotion (with InfoTrac?) / Edition 4

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ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.

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Product Details

  • ISBN-13: 9780324289565
  • Publisher: Cengage Learning
  • Publication date: 1/1/2005
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 832
  • Product dimensions: 8.40 (w) x 11.00 (h) x 1.20 (d)

Meet the Author

Thomas C. O'Guinn is Professor of Marketing and Executive Director, Center for Brand and Product Management, University of Wisconsin-Madison. Prior to that, he was at the University of Illinois at Urbana-Champaign and served as a visiting scholar at UCLA, Duke, University of Utah, University of Innsbruck, and Dublin City University. He received his Ph.D. in Communications and his M.A. and B.S. in Mass Communications from the University of Texas at Austin. Professor O'Guinn is an award- winning teacher. His academic research has been heavily cited and honored several times with Best Contribution awards. He also has served as a consultant for many companies. He believes advertising is not only relevant and important to business scholars and practitioners, but also to public policy and contemporary society. His published work has been reported in The New York Times, The Wall Street Journal, National Public Radio, Forbes, The Chicago Tribune, Advertising Age, USA Today, and Wired. He has been an invited speaker at the Advertising Research Foundation, Marketing Science Institute and the Nikkei Advertising Research Institute in Tokyo. Tom loves advertising and loves to talk and write about it.

Chris Allen is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He also has held faculty positions at Northwestern University and the University of Massachusetts at Amherst. Dr. Allen's research examines the influence of affect and emotion in decision-making and persuasion, as well as diverse questions about effective mass-communication. His work appears in leading publications such as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journalism Quarterly, and Journal of Advertising. In addition, he is a member of the editorial boards for the Journal of Consumer Psychology and Journal of Advertising, and he writes reviews for several other journals and competitions. Professor Allen has served as conference co-chair for the national meetings of the American Marketing Association and the Association for Consumer Research. From January through August 1997, he held the position of Scholar-In-Residence with the Corporate New Ventures Group at Procter & Gamble. Since then, he has consulted with P&G across a broad range of advertising and branding issues. He earned his MBA from Michigan State University and his Ph.D. from The Ohio State University.

Richard J. Semenik is Professor of Marketing and Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Dr. Semenik served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. Dr. Semenik has published more than 50 articles and 14 books on advertising and branding strategy. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM (start-up?), Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, (shouldn't this be, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum (2000-2003) and the Industry Relations Board of the American Academy of Advertising (2001). He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.

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Table of Contents

PART ONE: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. 1. The World of Advertising and Integrated Brand Promotion. 2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. 3. The Evolution of Promoting and Advertising Brands. 4. Social, Ethical, and Regulatory Aspects of Advertising. PART TWO: THE PLANNING: ANALYZING THE ADVERTISING AND INTEGRATED BRAND PROMOTION ENVIRONMENT. 5. Advertising, Integrated Brand Promotion and Consumer Behavior. 6. Market Segmentation, Positioning, and the Value Proposition. 7. Advertising and Promotion Research. 8. Planning Advertising and Integrated Brand Promotion. 9. Advertising Planning: An International Perspective. PART THREE: PREPARING THE MESSAGE. 10. Creativity, Advertising and the Brand. 11. Message Strategy. 12. Copywriting. 13. Art Direction and Production. PART FOUR: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA. 14. Media Strategy and Planning for Advertising and IBP. 15. Print, Television, and Radio. 16. Media Planning: Advertising on the Internet. PART FIVE: INTEGRATED BRAND PROMOTION. 17. Support Media, Event Sponsorship, and Branded Entertainment. 18. Sales Promotion and Point of Purchase Advertising. 19. Direct Marketing. 20. Public Relations and Corporate Advertising. Glossary. Name/Brand/Company Index. Subject Index. Credits.

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