Name: Advertising and Integrated Brand Promotion
ISBN: 9780357721407

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Advertising and Integrated Brand Promotion

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Introduce advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O’Guinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society, while addressing industry shifts, from pandemic-prompted changes in consumer behavior and e-commerce to influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and forms of branding and marketing. A leader for its emphasis on integrated brand promotion with a supporting theme of synergy, this edition combines advertising fundamentals with a unifying conceptual framework and the latest advertising and marketing trends for top brands. The authors focus on advertising and marketing scholarship with insights, theory and practice that's applicable for those pursuing business as well as communication or advertising. MindTap digital resources further strengthen understanding.

ADVERTISING & INTEGRATED BRAND PROMOTION

K12 Digital & Print Bundle: Advertising and Integrated Brand Promotion, 9th Student Edition + MindTap (6-year access)

EPACK: K12 ADV & INTEGRATED BR AND PROMOTION + MT 6YR

Advertising and Integrated Brand Promotion, 9th K12 MindTap (6-year access)

IAC K12 MT ADVERTISING & INTEG RATED BRAND PROMOTION 6YR

Our online learning platforms are designed to achieve better results. By increasing student engagement, improving teacher productivity, and using assessment to enable differentiation, we support growth. 

With Advertising and Integrated Brand Promotion, 9th K12 MindTap (6-year access), our online solution goes further with content from the most trusted sources that not only aligns to your standards & certifications but creates a sense of belonging and inclusion.

Advertising and Integrated Brand Promotion, 9th K12 MindTap (1-year access)

IAC K12 MT ADVERTISING & INTEG RATED BRAND PROMOTION 1YR

Our online learning platforms are designed to achieve better results. By increasing student engagement, improving teacher productivity, and using assessment to enable differentiation, we support growth. 

With Advertising and Integrated Brand Promotion, 9th K12 MindTap (1-year access), our online solution goes further with content from the most trusted sources that not only aligns to your standards & certifications but creates a sense of belonging and inclusion.

Instructor's Companion Website for Close-Scheinbaum/O'Guinn/Semenik's Advertising and Integrated Brand Promotion

INSTR WBS ADVERTISING/INTEGRAT ED BRAND PROMO

Instructor's Companion Website

Everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via www.cengage.com/login. Access and download materials such as the workbook answer keys, the instructor's manual, and more.

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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.

Advertising and Integrated Brand Promotion

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