Give Students Our Entire Catalog for $119.99 a Semester! LEARN MORE

Request for consultation

Thanks for your request. You’ll soon be chatting with a consultant to get the answers you need.
{{formPostErrorMessage.message}} [{{formPostErrorMessage.code}}]
First Name is required. 'First Name' must contain at least 0 characters 'First Name' cannot exceed 0 characters Please enter a valid First Name
Last Name is required. 'Last Name' must contain at least 0 characters 'Last Name' cannot exceed 0 characters Please enter a valid Last Name
Institution is required.
Discipline is required.
Why are you contacting us today? is required. 'Why are you contacting us today?' must contain at least 0 characters 'Why are you contacting us today?' cannot exceed 0 characters Please enter a valid Why are you contacting us today?
New

Advertising and Integrated Brand Promotion 8th Edition

Thomas O'Guinn | Chris Allen | Richard J. Semenik | Angeline Close Scheinbaum

  • Published

Available With :

  • MindTap

Standalone Digital Access — Ultimate Value

Instant Access to the full, mobile-ready textbook combined with superior online learning tools

Product Details

Starting at $99.00

Digital Access + Print —
Flexible Value

Digital Access plus a print version of the textbook available for students on Day One

Product Details

Starting at $131.95

MindTap
Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 1337110264
  • ISBN-13: 9781337110266
  • Bookstore Wholesale Price $99.00
  • RETAIL $99.00

Digital Access + Print — Flexible Value

Recommended and most popular

  • ISBN-10: 1337584487
  • ISBN-13: 9781337584487
  • Bookstore Wholesale Price $99.25
  • RETAIL $131.95

  • ISBN-10: 1337584444
  • ISBN-13: 9781337584449
  • Bookstore Wholesale Price $197.50
  • RETAIL $262.95

Textbook Only Options

Traditional eBook and Print Options

{{collapseContainerClosed['9781337110211_txtbook_0'] ? 'Show More' : 'Show Less'}}
z

  • ISBN-10: 1337678732
  • ISBN-13: 9781337678735
  • STARTING AT $71.99

  • STARTING AT $99.49

  • ISBN-10: 1337110213
  • ISBN-13: 9781337110211
  • Bookstore Wholesale Price $187.50
  • RETAIL $249.95

Overview

O'Guinn/Allen/Semenik/Close-Scheinbaum’s ADVERTISING AND INTEGRATED BRAND PROMOTION places students into the midst of the exhilarating world of advertising. This powerful, practical approach brings a solid understanding of advertising strategy to life with dynamic visuals and examples. Contemporary ads and exhibits provide the innovative, integrated learning experience students need. A leader for its emphasis on integrated brand promotion, this edition combines the fundamentals of advertising with coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media and design, and an emphasis on globalization exemplifies advertising's latest developments in today's digital society.

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, 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, University of Texas - Austin

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.

MindTap® is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course—to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap.

  • PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Help your students expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students practice working in teams to complete assignments that highlight many of today's well known actual companies.
  • THE LATEST AD AND BRAND PROMOTION 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 professionals apply advertising concepts. More than 200 of the latest ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad. Classic ads and examples are also included to show how techniques and approaches have evolved over the years as society, consumer tastes, and technology change.
  • 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 issues in digital, social and mobile media, as well as emerging trends from the field. Introduce your students to the world of advertising and brand promotion as it happens today with new coverage of advertising media, design thinking, research for insights and evaluation, and other advancements.
  • INSIGHTS ONLINE EXAMPLES OFFER PERSPECTIVES ON ADVERTISER DECISIONS AND KEY ISSUES. Straight from the headlines, these online examples take students behind the scenes to explore how and why advertisers make their decisions and how they approach important issues, such as the role of design thinking and changes in consumer behavior.
  • PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Help your students expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students practice working in teams to complete assignments that highlight many of today's well known actual companies.

Advertising and Integrated Brand Promotion

TABLE OF CONTENTS

Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and IBP.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, 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 Research.
8. Planning Advertising and Integrated Brand Promotion.
Part III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
Part IV: THE MEDIA PROCESS.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital, Social, & Mobile 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.

Training and Support

At Cengage, our top priority is taking care of you and your students and making sure that you have a successful experience with our products. Your personalized support team will consult with you to help you find the best solution to address your specific course goals, and once you’ve found that solution, will work with you to build your course and design a customized training and development program to ensure you and your students are ready to hit the ground running.

Learn More

Higher Ed Faculty Community

The Higher Ed Faculty Community is a collaborative space designed to inspire innovation and advance teaching excellence in higher education. Here, we’ll celebrate and support great teaching, across the country and across disciplines, ultimately advancing the richness of education and the lifelong confidence and success of college students. Plus, you will find ample resources, teaching wisdom and expert advice from your peers, from us, and from Cengage Faculty Partners so that you can spend more time doing what you do best. 

Visit the Community

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.

FOR INSTRUCTORS

Instructor's Companion Website: Advertising and Integrated Brand Promotion, 8th

ISBN: 9781337110259
Everything you need for your course in one place! This collection of product-specific lecture and class tools is available online via the instructor resource center at www.cengage.com/login. You'll be able to access and download materials such as PowerPoint® presentations, instructor’s manual, LMS-formatted test banks and more.

Cognero® Instant Access: Advertising and Integrated Brand Promotion

ISBN: 9781337110297
Cengage Learning Testing, powered by Cognero® is a flexible, online system that allows you to import, edit, and manipulate content from the text’s test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want.

All-You-Can-Learn Access with Cengage Unlimited

Cengage Unlimited is the first-of-its-kind digital subscription that gives students total and on-demand access to all the digital learning platforms, ebooks, online homework and study tools Cengage has to offer—in one place, for one price. Students get unlimited access to a library of more than 22,000 products for $119.99 per semester.