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PROMO2 2nd Edition

Thomas O'Guinn, Chris Allen, Richard J. Semenik

  • Published
  • Previous Editions 2011
  • 368 Pages


Created by the continuous feedback of a "student-tested, faculty-approved" process, PROMO 2e delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with CourseMate that includes an eBook in addition to a set of interactive digital tools all at a value-based price and proven to increase retention and outcomes. PROMO 2e employs relevant ads, exhibits, and photographs to capture your students' interest and through its concise writing style, gives them a solid understanding of promotion along with the challenges facing the promotion, advertising, and marketing industries.

Thomas O'Guinn, University of Wisconsin-Madison

Thomas C. O'Guinn, Ph. D., 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. Dr. O’Guinn 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.

Chris Allen, University of Cincinnati

Chris Allen, Ph. D., is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers' attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G's Marketing Innovation Research Fund--a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State.

Richard J. Semenik, Montana State University - Bozeman

Richard J. Semenik, Ph. D., is Professor of Marketing and former 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, Rich 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. 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, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank,, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. 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.
  • Updated examples of technology and popular culture in the opening vignette.
  • New reference to recent sources of political/social turmoil in the discussion of advertising and "social rift".
  • New opening vignette about the privacy issues in online data mining (replaces offline database marketing).
  • Coverage of Children's Online Privacy Protection Act (COPPA) added.
  • Added media globalization fueled by Internet use (replaces global television networks and direct broadcast by satellite).
  • New reference to the impact of cost cutting and downsizing on account executives in today's economic climate.
  • Data on media usage and advertising expenditures updated throughout the chapter.
  • Mobile subscribers added as an important dimension of the Internet's deliverability, flexibility, and reach.
  • New coverage of mobile marketing.
  • New example of advertising new products (Snuggies in place of Uncle Ben's Rice Bowls).
  • Added the idea that promotion is moving from "interruptive to engagement" in response to social media and other forms of consumer control over media.
  • Discussion of the last decade's media consolidation removed to make room for more on social media and Web 2.0.
  • Added restructuring of agencies for greater efficiency.
  • Section on 2000–Present expanded to include coverage of the recessions of this period.
  • New example of branded entertainment in Lady Gaga video (replaces James Bond/BMW and Friends/Pepsi).
  • Updated reference to Southwest Airlines' success in implementing a consistent positioning strategy.
  • New example of micro-sponsorships as a way to link a brand to a cause to deliver emotional benefits (replaces survey about cause-related marketing).
  • An innovative combination of content delivery both in print and online provides a core text and a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys, and from interviews with faculty and students.
  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.
  • Chapter In Review Cards at the back of the Student Editions provide students a portable study tool containing all of the pertinent information for class preparation.
  • Instructor Prep Cards at the back of the Instructor's Edition make preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.
  • A full suite of unique learning tools that appeal to different learning styles is available to students with the purchase of a new book. Quizzes, PowerPoint presentations, Online games and more are only a click away.
  • All of the content and resources you expect with a supplements package that is second to none including an Instructor's Manual, Test Bank, and expanded Instructor PowerPoint presentation. All of the quiz questions throughout the Test Bank and student quizzes and games are unique with no repeats.
1. The World of Integrated Marketing Communication.
2. The Promotion Industry.
3. The Evolution of Promoting Brands.
4. Understanding the Marketing Environment: Segmentation, Targeting, and Positioning.
5. Understanding Buyer Behavior and the Communication Process.
6. The Regulatory and Ethical Environment of Promotions.
7. The International Market Environment for Brand Promotion.
8. Messaging and Media Strategies.
9. The Internet.
10. Direct Marketing.
11. Sales Promotion and Point of Purchase.
12. Sponsorship, Product Placements, and Branded Entertainment.
13. Public Relations, Influencer Marketing, Social Media, and Corporate Advertising.
14. Personal Selling and Sales Management.
15. Measuring the Effectiveness of Brand Promotions.
Company Index.
Subject Index.

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 1133626173
  • ISBN-13: 9781133626176
  • Bookstore Wholesale Price $56.25
  • RETAIL $74.95

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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


CourseMate Instant Access

ISBN: 9781133628989

WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code

ISBN: 9781133628996

WebTutor™ on WebCT™ with eBook on Gateway, 1 term (6 months) Instant Access

ISBN: 9781133629009


CourseMate Instant Access

ISBN: 9781133628989

WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code

ISBN: 9781133628996
Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.

WebTutor™ on WebCT™ with eBook on Gateway, 1 term (6 months) Instant Access

ISBN: 9781133629009