Higher Education

PROMO, 1st Edition

  • includes Marketing CourseMate with eBook Printed Access Card
  • Thomas O'Guinn University of Wisconsin-Madison
  • Chris Allen University of Cincinnati
  • Richard J. Semenik Montana State University - Bozeman
  • ISBN-10: 1111826110  |  ISBN-13: 9781111826116
  • 368 Pages
  • © 2011 | Published
  • College Bookstore Wholesale Price = $52.50
  • Newer Edition Available
  *Why an online review copy?
  • It's the greener, leaner way to review! An online copy cuts down on paper and on time. Reduce the wait (and the weight) of printed texts. Your online copy arrives instantly, and you can review it anytime from your computer or favorite mobile device.

If you prefer a print copy to review, please contact your representative.

About

Overview

Created through a "student-tested, faculty-approved" review process with students and faculty, PROMO is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. PROMO 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.

Features and Benefits

  • 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.

Table of Contents

PART I. THE PROCESS OF BRAND PROMOTION IN MARKETING.
1. The World of Integrated Brand Promotion.
2. The Promotion Industry.
3. The Evolution of Promoting Brands.
PART II. UNDERSTANDING THE MARKET AND ENVIRONMENT FOR 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.
PART III. THE TOOLS, EVALUATION AND MEASUREMENT OF 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.

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: PROMO (with Marketing CourseMate with eBook Printed Access Card)

ISBN-10: 1133223451  | ISBN-13: 9781133223450

List Price = $70.95  | College Bookstore Wholesale Price = $52.50

This Bundle Includes:

  • PROMO
    List Price = $69.95  | CengageBrain Price = $69.95  | College Bookstore Wholesale Price = $52.50
  • 4LTR Press Print Option Sticker
    List Price = $.00  | College Bookstore Wholesale Price = $.00


Bundle: PROMO (with Marketing CourseMate with eBook Printed Access Card) + SELL (with Review Cards and Premium Web Site Printed Access Card)

ISBN-10:  1133223478  | ISBN-13:  9781133223474

List Price = $146.95  | College Bookstore Wholesale Price = $108.50

This Bundle Includes:

  • PROMO
    List Price = $69.95  | CengageBrain Price = $69.95  | College Bookstore Wholesale Price = $52.50
  • SELL
    List Price = $69.95  | College Bookstore Wholesale Price = $56.00


Bundle: Text + Ad Age on Campus Printed Access Card

ISBN-10:  1133223516  | ISBN-13:  9781133223511

List Price = $90.95  | CengageBrain Price = $90.95  | College Bookstore Wholesale Price = $67.50

This Bundle Includes:

  • PROMO
    List Price = $69.95  | CengageBrain Price = $69.95  | College Bookstore Wholesale Price = $52.50
  • Ad Age on Campus Printed Access Card
    List Price = $21.00  | College Bookstore Wholesale Price = $15.75


Bundle: Text + AdSim Advertising Simulation Access Card

ISBN-10:  1133223494  | ISBN-13:  9781133223498

List Price = $117.95  | CengageBrain Price = $117.95  | College Bookstore Wholesale Price = $87.50

This Bundle Includes:

  • PROMO
    List Price = $69.95  | CengageBrain Price = $69.95  | College Bookstore Wholesale Price = $52.50
  • AdSim Advertising Simulation Access Card
    List Price = $51.95  | College Bookstore Wholesale Price = $38.50


Bundle: Text + WebTutor™ on Angel 1-Semester Printed Access Card

ISBN-10:  1133223508  | ISBN-13:  9781133223504

List Price = $81.95  | CengageBrain Price = $81.95  | College Bookstore Wholesale Price = $60.50

This Bundle Includes:

  • PROMO
    List Price = $69.95  | CengageBrain Price = $69.95  | College Bookstore Wholesale Price = $52.50
  • WebTutor™ on Angel 1-Semester Printed Access Card
    List Price = $45.00  | College Bookstore Wholesale Price = $33.75


Bundle: Text + WebTutor™ on Blackboard® Instant Access Code

ISBN-10:  1133223486 | ISBN-13:  9781133223481

List Price = $83.95  | College Bookstore Wholesale Price = $62.50

This Bundle Includes:

  • PROMO
    List Price = $69.95  | CengageBrain Price = $69.95  | College Bookstore Wholesale Price = $52.50
  • WebTutor™ on Blackboard® Instant Access Code
    List Price = $32.50  | College Bookstore Wholesale Price = $32.50


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: 0538476087 | ISBN-13: 9780538476089)

Includes Examview Testing, Certified Test Bank, Instructor PowerPoint, and Instructor's Manual to help prepare lectures and assess student progress.

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

Student Supplements

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.