Higher Education

Advertising and Integrated Brand Promotion, 6th Edition

  • Thomas O'Guinn University of Wisconsin-Madison
  • Chris Allen University of Cincinnati
  • Richard J. Semenik Montana State University - Bozeman
  • ISBN-10: 0538473320  |  ISBN-13: 9780538473323
  • 734 Pages
  • Previous Editions: 2009, 2006, 2003
  • © 2012 | Published
  • College Bookstore Wholesale Price = $267.75
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About

Overview

Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E from leading authors O'Guinn/Allen/Semenik. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. More than 500 of today’s most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising’s latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice – as the book’s contents follows the same process as an actual advertising agency. Prepare your students for the high energy excitement of advertising today with the powerful, leading content in ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E, its accompanying videos, and author-driven learning and teaching support.

Features and Benefits

  • CUTTING-EDGE COVERAGE HIGHLIGHTS TODAY’S MOST CURRENT TOPICS AND EMERGING TRENDS. This extensively revised, updated new edition highlights the latest topics, the most contemporary social media issues, and emerging trends from the field. Introduce your students to the world of advertising as it happens today with new coverage of advertising media, design thinking, exhibits that highlight the latest advertising examples, and other advancements.
  • NEW ADCRITIC VIDEOS INTRODUCE STUDENTS TO SOME OF TODAY’S MOST CREATIVE EXAMPLES IN ADVERTISING. Now you can bring your students face-to-face with some of today’s most current, creative advertising as the engaging new AdCritic Videos media package highlights dynamic examples of advertising from around the globe.
  • EXPANDED VISUALS AND THE LATEST AD EXAMPLES BRING LEARNING TO LIFE. A hallmark feature of this dynamic text, this edition’s highly visual presentation provides a captivating backdrop that clearly exemplifies how advertising concepts are applied. More than 500 captivating ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad.
  • A LEADER IN BRAND STRATEGY, THIS EDITION CONTINUES TO BE AMONG FIRST TO INTRODUCE EMERGING TRENDS. The first to emphasize Integrated Brand Promotion (IBP), this innovative text continues to lead the field -- highlighting how advertising and promotion are developed and deployed to build brand awareness and affinity. This new edition reflects how today’s entire advertising and promotion trade focuses on using promotional tools to build the brand. Brand Promotion integrated throughout each chapter emphasizes the importance of building brand awareness in advertising.
  • PRACTICAL STRUCTURE CLEARLY PRESENTS FUNDAMENTALS OF ADVERTISING. In addition to setting the standard for coverage of emerging topics, such as social media, this edition’s strengths lie in the authors’ compelling presentation of the fundamentals of advertising. Students learn all of the key issues necessary to prepare a sound advertising plan. With a presentation that follows the same process as an advertising agency, this edition’s logical parts reflect how advertising and IBP are developed and executed in business today.
  • INTEGRATED INTERNATIONAL COVERAGE HIGHLIGHTS GLOBAL ADVERTISING ISSUES. Drawing recent examples straight from today's global marketplace, this edition provides real world insights as the authors apply their international experience to the numerous global challenges facing advertisers. This edition frequently features international topics throughout the text in addition to specialized Globalization boxes that reflect the continuing impact of globalization on business today.
  • EMPHASIS ON ETHICAL PRACTICES HIGHLIGHTS THOSE MOST CRITICAL IN ADVERTISING TODAY. Today’s headlines emphasize the need for stronger ethics in business. Solid ethical practices must guide business decisions, especially in advertising, where ethical challenges can abound. This edition’s insightful ethics boxes spark lively classroom discussion and debate as they encourage students to establish their own ethical values as well as offer insights into ethical business practices that are useful to each student’s career.
  • ROBUST INSTRUCTOR RESOURCES REDUCE PREPARATION TIME WHILE ENERGIZING EACH CLASS. This new edition continues to offer a superior set of instructor tools prepared by text author, Richard Semenik, to ensure a seamless presentation. A revised, updated Instructor's Manual provides comprehensive lecture outlines and notes, exercise solutions, and a sample syllabus. Most resources are available in electronic format on the IRCD or text website, including a comprehensive test bank, ExamView® testing software, and media-rich PowerPoint® slides.

Table of Contents

PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and Integrated Brand Promotion.
2. The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations.
3. The History of Advertising and Brand Promotion.
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.
PART II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
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.
PART III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and Integrated Brand Promotion.
10. Creative Message Strategy.
11. Executing the Creative.
PART IV: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital/Interactive Media
PART V: INTEGRATED BRAND PROMOTION.
15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.
16. Event Sponsorship, Product Placements, and Branded Entertainment.
17. Integrating Direct Marketing and Personal Selling.
18. Public Relations, Influencer Marketing, and Corporate Advertising.

What's New

  • NEW CHAPTER DEMONSTRATES HOW TO BRING THE CREATIVE TO LIFE THROUGHOUT EACH PROCESS. A new full chapter (Ch. 11) “Executing the Creative” in this edition describes in detail the actual efforts involved in bringing the “creative” to life through copywriting, art direction and production. The chapter thoroughly discusses print, broadcast and digital/interactive copy formats to prepare students to work with various options.
  • NEW SOCIAL MEDIA BOXES EMPHASIZE THE IMPACT AND IMPORTANCE OF THIS GROWING MODE OF COMMUNICATION. Key intriguing feature boxes woven throughout this edition highlight the impact of social media and its growing influence in today’s advertising industry.
  • NEW PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPEREINCE WORKING IN GROUPS. Your students can expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students work together in teams to complete work that emphasizes many of today’s well known, actual companies.
  • NEW COVERAGE OF DESIGN THINKING TEACHES STUDENTS HOW TO EFFECTIVELY DEVELOP CREATIVE SOLUTIONS. Your students learn how to creatively and consistently resolve problems or issues with extraordinary results using concepts from this edition’s new coverage of design thinking in Chapter 7, “Advertising and Promotion Research.”

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Bundle: Advertising and Integrated Brand Promotion, 6th + Printed Access Card

ISBN-10: 1133150195  | ISBN-13: 9781133150190

List Price = $376.95  | CengageBrain Price = $376.95  | College Bookstore Wholesale Price = $283.50

This Bundle Includes:

  • Advertising and Integrated Brand Promotion
    List Price = $356.95  | CengageBrain Price = $356.95  | College Bookstore Wholesale Price = $267.75
  • Ad Age on Campus Printed Access Card
    List Price = $21.00  | College Bookstore Wholesale Price = $15.75


Bundle: Advertising and Integrated Brand Promotion, 6th + Advertising Age: The Principles of Advertising and Marketing Communication at Work (with Ad Age on Campus Printed Access Card)

ISBN-10:  1133616968 | ISBN-13:  9781133616962

List Price = $403.95  | CengageBrain Price = $403.95  | College Bookstore Wholesale Price = $303.75

This Bundle Includes:

  • Advertising and Integrated Brand Promotion
    List Price = $356.95  | CengageBrain Price = $356.95  | College Bookstore Wholesale Price = $267.75
  • Advertising Age: The Principles of Advertising and Marketing Communication at Work
    List Price = $47.95  | CengageBrain Price = $47.95  | College Bookstore Wholesale Price = $36.00


Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Instructor’s Resource CD-ROM  (ISBN-10: 0538475757 | ISBN-13: 9780538475754)

Place all of your key instructor resources at your fingertips – just one click away -- with this handy all-in-one resource! This powerful Instructor’s Resource CD (IRCD) offers the revised Instructor’s Manual, new PowerPoint® slides to correspond with this new edition, updated Test Bank, and ExamView® testing software. For your convenience, these supplements are also available on the password-protected portion of the text website.

WebTutor™ on Blackboard®, 1 term (6 months) Instant Access  (ISBN-10: 1111299870 | ISBN-13: 9781111299873)

Jumpstart your course with this interactive, web-based teaching and learning resource designed specifically for O'Guinn/Allen/Semenik’s ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E. Easily blend, add, edit, reorganize, or delete content, including media assets, quizzing, Web links, discussion topics, interactive games and exercises. These tools supplement the classroom experience and ensure students leave with the resources they need to succeed in business today. Use this as an integrated solution for distance learning or web-enhanced course with the BlackBoard platform.

List Price = $52.00  | CengageBrain Price = $52.00  | College Bookstore Wholesale Price = $52.00

WebTutor™ on WebCT™, 1 term (6 months) Instant Access  (ISBN-10: 1111299889 | ISBN-13: 9781111299880)

Jumpstart your course with this interactive, web-based teaching and learning resource designed specifically for O'Guinn/Allen/Semenik’s ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E. Easily blend, add, edit, reorganize, or delete content, including media assets, quizzing, Web links, discussion topics, interactive games and exercises. These tools supplement the classroom experience and ensure students leave with the resources they need to succeed in business today. Use this as an integrated solution for distance learning or web-enhanced course with the WebCT™ platform.

List Price = $52.00  | CengageBrain Price = $52.00  | College Bookstore Wholesale Price = $52.00

Ad Age on Campus Printed Access Card  (ISBN-10: 1111958718 | ISBN-13: 9781111958718)

Ad Age on Campus access card.

List Price = $21.00  | College Bookstore Wholesale Price = $15.75

Instructor's Edition  (ISBN-10: 0538478322 | ISBN-13: 9780538478328)

Place students in the midst of today’s fast-paced, world of advertising -- demonstrating how good advertising is the result of hard work and careful planning with this Instructor’s Edition. Special notes help you integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a the fundamentals of advertising with invigorating coverage of the latest industry developments, such as social media, design thinking, and the impact of globalization.

Student Supplements

WebTutor™ on Blackboard®, 1 term (6 months) Instant Access  (ISBN-10: 1111299870 | ISBN-13: 9781111299873)

Stay connected to your instructor, classmates, and textbook content! More than just an interactive study guide, WebTutor™ is an anytime, anywhere online learning resource that uses a host of interactive study guide features, including quizzes, concept reviews, discussion forums, and video clips that work seamlessly with the text’s companion website to help you stay ahead of the game. This online instant access code allows access to WebTutor™ on the BlackBoard platform. For more information, visit www.cengagebrain.com.

List Price = $52.00  | CengageBrain Price = $52.00  | College Bookstore Wholesale Price = $52.00

WebTutor™ on WebCT™, 1 term (6 months) Instant Access  (ISBN-10: 1111299889 | ISBN-13: 9781111299880)

Stay connected to your instructor, classmates, and textbook content! More than just an interactive study guide, WebTutor™ is an anytime, anywhere online learning resource that uses a host of interactive study guide features, including quizzes, concept reviews, discussion forums, and video clips that work seamlessly with the text’s companion website to to help you stay ahead of the game. This online instant access code allows access to WebTutor™ on the WebCT™ platform. For more information, visit www.cengagebrain.com.

List Price = $52.00  | CengageBrain Price = $52.00  | College Bookstore Wholesale Price = $52.00

Ad Age on Campus Printed Access Card  (ISBN-10: 1111958718 | ISBN-13: 9781111958718)

Ad Age on Campus access card.

List Price = $21.00  | College Bookstore Wholesale Price = $15.75

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.