Advertising and Integrated Brand Promotion
By Thomas O'Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik
About your course materials
Show students how hard work and careful planning lead to strong advertising with O’Guinn/Allen/Close Scheinbaum/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. Bring advertising strategy to life with dynamic visuals and examples from today's most contemporary ads. This integrated learning experience focuses on advertising results and business success.
A leader for its emphasis on integrated brand promotion and supporting theme of synergy, this edition combines advertising fundamentals with a new unifying conceptual framework and the latest advertising trends. Coverage of social media, design thinking, and globalization exemplifies developments in today's digital society. Students examine concepts in the context of real advertising practice as content follows the process of an actual advertising agency. Comprehensive MindTap integrates discussion of video and other medium.
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About this product
Show students how hard work and careful planning lead to strong advertising with O’Guinn/Allen/Close Scheinbaum/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. Bring advertising strategy to life with dynamic visuals and examples from today's most contemporary ads. This integrated learning experience focuses on advertising results and business success.
A leader for its emphasis on integrated brand promotion and supporting theme of synergy, this edition combines advertising fundamentals with a new unifying conceptual framework and the latest advertising trends. Coverage of social media, design thinking, and globalization exemplifies developments in today's digital society. Students examine concepts in the context of real advertising practice as content follows the process of an actual advertising agency. Comprehensive MindTap integrates discussion of video and other medium.
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.
Table of contents
Chapters
Part 1. Advertising and Integrated Brand Promotion in Business and Society
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