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Advertising and Integrated Brand Promotion, 4th Edition

Advertising and Integrated Brand Promotion, 4th Edition
includes InfoTrac®

Thomas O'Guinn - University of Wisconsin-Madison

Chris Allen - University of Cincinnati

Richard J. Semenik - Montana State University - Bozeman

ISBN-10: 0324289561  ISBN-13: 9780324289565

832 Pages   Casebound

© 2006     Published

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.