Higher Education

MindTap® Marketing, 1 term (6 months) Instant Access for O'Guinn/Allen/Semenik/Close's Advertising and Integrated Brand Promotion, 7th Edition

  • Thomas O'Guinn University of Wisconsin-Madison
  • Chris Allen University of Cincinnati
  • Richard J. Semenik Montana State University - Bozeman
  • Angeline Close Scheinbaum University of Texas - Austin
  • ISBN-10: 1285778413  |  ISBN-13: 9781285778419
  • © 2015 | Published
  • College Bookstore Wholesale Price = $99.00
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MindTap™ Marketing for O'Guinn/Allen/Semenik/Close's Advertising and Integrated Brand Promotion, 7th Edition It follows a path to obtain these results through various learning activities: 1) Interactive chapter readings with embedded videos introduce concepts and provide context and depth; 2) Assignment activities provide an opportunity for you to apply concepts and demonstrate understanding; and 3) Chapter quizzes allow you to check your comprehension of course material and prepare for exams. With these activities as well as an array of tools and apps -- from note taking to flashcards -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.

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  • Seamlessly deliver appropriate content and technology assets from a number of providers to students, as they need them.
  • Break down course content into movable objects to promote personalization, encourage interactivity, and ensure student engagement.
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  • Bring interactivity into learning through the integration of multimedia assets (apps from Cengage Learning and other providers), numerous in-context exercises, and supplements. Student engagement will increase, leading to better student outcomes.
  • Track students' use, activities, and comprehension in real time, which provides opportunities for early intervention to influence progress and outcomes. Grades are visible and archived so that you and your students have access to current standings in the class.
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The MindTap Learning Path guides students through readings, multimedia, and activities designed to follow the learning taxonomy from basic knowledge and comprehension up to analysis and application. By hiding, rearranging, or adding your own content, you control what students see and when they see it and match the Learning Path to your course syllabus exactly.

Chapter Reading.
Chapter Quiz.

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  • Printed Access Card

    ISBN-10: 1285778421 | ISBN-13: 9781285778426

    List Price = $99.00  | College Bookstore Wholesale Price = $74.25

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ePack: MindTap® Marketing Instant Access for O’Guinn/Allen/Semenik/Close’s Advertising and Integrated Brand Promotion + CourseMate Instant Access for O’Guinn/Allen/Semenik/Close’s Advertising and Integrated Brand Promotion

ISBN-10: 1305524004 | ISBN-13: 9781305524002

List Price = $187.00  | CengageBrain Price = $187.00  | College Bookstore Wholesale Price = $187.00

This Bundle Includes:

  • MindTap® Marketing, 1 term (6 months) Instant Access for O'Guinn/Allen/Semenik/Close's Advertising and Integrated Brand Promotion
    List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00
  • CourseMate, 1 term (6 months) Instant Access
    List Price = $177.00  | CengageBrain Price = $177.00  | College Bookstore Wholesale Price = $177.00

Meet the Author

Author Bio

Thomas O'Guinn

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.

Chris Allen

Chris Allen 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

Richard J. Semenik 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, Printingforless.com, 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.

Angeline Close Scheinbaum

Angeline Close Scheinbaum teaches in the Department of Advertising and Public Relations in the College of Communication at the University of Texas at Austin. Her main research interest is in the area of event marketing--namely, how consumers' experiences at sponsored events influence attitudes and consumer behavior. Her research explains how to engage consumers with events, how to uncover drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, what the role of sponsor-event congruity is, and why consumers may resist events. Professor Close Scheinbaum also researches consumers' experiences with electronic marketplaces–online experiences and how they interplay with on-ground events. She has contributed over a dozen peer-reviewed research publications and book chapters. They have appeared in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others. This research has been featured on CBS and in the New York Times, the Los Angeles Times, New Scientist, the St. Petersburg Times, and the Las Vegas Review-Journal. Close Scheinbaum also brings experience as a marketing research consultant, and she has contributed research projects for Hallmark, Coca-Cola, Dodge, Ford, Cingular, New Media Institute, Harvey's Grocery, United Community Bank, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Red Rock Country Club, Lexus, and Shell. Prior to joining the University of Texas, she served the University of Nevada, Las Vegas's business faculty for five years. Prior to that, she studied advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication and the Terry College of Business. Close Scheinbaum also has gained global experience while studying abroad in Madrid, Spain, and Avignon, France.