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Advertising and integrated brand promotion / Thomas Clayton O'Guinn... [et al.]

Secondary Author O'Guinn, Thomas Clayton
Allen, Chris T.
Scheinbaum, Angeline Close
Semenik, Richard J.
Edition 8th ed. Publication Boston : Cengage, 2019 ISBN 978-1-337-11021-1 Abstract 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. Topical name Publicidade
Publicidade - Meios
Meios - Planeamento
CDU 659.1
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
659.1 ADV 10903 Checked out 2024-04-01 10903
Total holds: 0

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.

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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