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O'Guinn, Thomas C.

Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. - 4th ed. - Mason, Ohio : Thomson/South-Western, 2006. - xlviii, 781 p. : ill. ; 29 cm.

Includes Index

Part 1: The Process : Advertising and Integrate Brand Promotion in Business and Society
Chapter 1: The World of Advertising and Integrated Brand Promotion
Chapter 2: The Structure of the Advertising Industry : Advertisers, Advertising Agencies, and Support Organizations
Chapter 3: The Evolution of Promoting and Advertising Brands
Chapter 4: Social, Ethical and Regulatory Aspects of Advertising

Part 2: The Planning : Analyzing the Advertising and Integrated Brand Promotion Environment
Chapter 5: Advertising, Integrated Brand Promotion and Consumer Behavior
Chapter 6: Market Segmentation, Positioning and the Value Proposition
Chapter 7: Advertising and Promotion Research
Chapter 8: Planning Advertising and Integrated Brand Promotion
Chapter 9: Advertising Planning : An International Perspective

Part 3: Preparing the Message
Chapter 10: Creativity, Advertising and the Brand
Chapter 11: Message Strategy
Chapter 12: Copywriting
Chapter 13: Art Direction and Production

Part 4: Placing the Message in Conventional and "New" Media
Chapter 14: Media Strategy and Planning for Advertising and IBP
Chapter 15: Media Planning : Print, Television and Radio
Chapter 16: Media Planning : Advertising and IBP on the Internet

Part 5: Integrated Brand Promotion
Chapter 17: Support Media, Event Sponsorship and Branded Entertainment
Chapter 18: Sales Promotion and Point-of-Purchase Advertising
Chapter 19: Direct Marketing
Chapter 20: Public Relations and Corporate Advertising.

ISBN: 0324289561 0324320159 0324317182

ISSN: 9780324320152

Subjects--Topical Terms:
Advertising.
Advertising media planning.

LC Class. No.: HF5821 / .O34