Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik.
Material type:
TextPublication details: Mason, Ohio : Thomson/South-Western, 2006.Edition: 4th edDescription: xlviii, 781 p. : ill. ; 29 cmISBN: - 0324289561
- 0324320159
- 0324317182
- 9780324320152
- HF5821 .O34
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| HF5721 .T39 Model Business Letters, E-Mails, & Other Business Documents | HF5770 .St3 Packaging as an effective marketing tool / | HF5770 .St3 Packaging as an effective marketing tool / | HF5821 .O32 Advertising and integrated brand promotion / | HG4026 Advanced financial management | HG4026.A76 Essentials of corporate finanacil management | JF1351 .B43 New Horizons of Public Administration |
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.
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