Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, International Edition from leading authors Semenik/Allen/O'Guinn. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before.More than 500 of today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice - as the book's contents follows the same process as an actual advertising agency. Prepare your students for the high energy excitement of advertisingtoday with the powerful, leading content in ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, International Edition its accompanying videos, and author-driven learning and teaching support. INDICE: PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS ANDSOCIETY. 1. The World of Advertising and Integrated Brand Promotion. 2. The Global Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations. 3. Regulatory, Social and Ethical Aspectsof Advertising and Promotion in the Global Market. 4. The History of Advertising and Brand Promotion. Project Based Activity for Part I. PART II: ANALYZINGTHE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION. 5. Advertising, Consumer Behavior, and Integrated Brand Promotion. 6. Market Segmentation, Positioning, and the Value Proposition 7. Research in Advertising and Promotion. 8. Planning for Advertising and Integrated Brand Promotion. Project Based Activity for Part II. PART III: THE CREATIVE PROCESS. 9. Managing Creativity inAdvertising and Integrated Brand Promotion. 10. Creative Message Strategy. 11. Executing the Creative. Project Based Activity for Part III. PART IV: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA. 12. Media Planning Essentials. 13. Media Planning: Newspapers, Magazines, Television, and Radio. 14. Media Planning: Advertising and IBP in Digital/Interactive Media Project Based Activity for Part IV. 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. Project Based Activity for Part V.
- ISBN: 978-0-538-47986-8
- Editorial: South Western College
- Encuadernacion: Rústica
- Páginas: 734
- Fecha Publicación: 26/07/2011
- Nº Volúmenes: 1
- Idioma: Inglés