Loading...

Advertising and Integrated Brand Promotion,
8th Edition

Thomas O'Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik

ISBN-13: 9781337110211 | ISBN-10: 1337110213

Copyright 2019

| Published 2018

| 448 pages

List Price USD $188.95

Overview

Place yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium.

Read More

Meet the Authors

Show More Show Less

Thomas C. O'Guinn, Ph. D., is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Dr. O’Guinn has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.

Chris Allen, Ph. D., is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers' attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G's Marketing Innovation Research Fund--a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State.

Angeline Close Scheinbaum teaches in the Department of Advertising and Public Relations in the College of Communication at the University of Texas at Austin. Her main research interest is in the area of event marketing--namely, how consumers' experiences at sponsored events influence attitudes and consumer behavior. Her research explains how to engage consumers with events, how to uncover drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, what the role of sponsor-event congruity is, and why consumers may resist events. Professor Close Scheinbaum also researches consumers' experiences with electronic marketplaces–online experiences and how they interplay with on-ground events. She has contributed over a dozen peer-reviewed research publications and book chapters. They have appeared in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others. This research has been featured on CBS and in the New York Times, the Los Angeles Times, New Scientist, the St. Petersburg Times, and the Las Vegas Review-Journal. Close Scheinbaum also brings experience as a marketing research consultant, and she has contributed research projects for Hallmark, Coca-Cola, Dodge, Ford, Cingular, New Media Institute, Harvey's Grocery, United Community Bank, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Red Rock Country Club, Lexus, and Shell. Prior to joining the University of Texas, she served the University of Nevada, Las Vegas's business faculty for five years. Prior to that, she studied advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication and the Terry College of Business. Close Scheinbaum also has gained global experience while studying abroad in Madrid, Spain, and Avignon, France.

Richard J. Semenik, Ph. D., is Professor of Marketing and former Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Rich served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, Printingforless.com, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.

  • NEW INTEGRATED BRAND PROMOTION IN ACTION FEATURE IN EACH CHAPTER ILLUSTRATES SIDE-BY-SIDE EXAMPLES OF ADVERTISING AND BRAND PROMOTION. Students learn how specific brands, such as Target, Hilton, and KitKat, actually apply chapter concepts. Insightful questions help students comprehend the importance of leveraging the power of integrated brand promotion. You can use these features and questions as discussion starters or for individual or group projects.
  • UPDATED GLOSSARY FEATURES THE LATEST INDUSTRY TERMINOLOGY AS WELL AS TRADITIONAL KEY TERMS. Students stay current with emerging trends and developing themes while gaining an understanding of traditional terms. This edition’s glossary clarifies new terms such as ad blocker, Big Data, ethnographic research, geofencing, purpose-driven marketing, opinion leaders, trendspotting, content marketing, and click fraud.
  • NEW CONCEPTUAL FRAMEWORK DIAGRAM EMPHASIZES HOW ADVERTISING AND INTEGRATED BRAND PROMOTION IMPACT THE OVERALL PICTURE. This unifying conceptual framework diagram shows how each aspect of advertising and integrated brand promotion fits into the overall process and into the larger environment of business and society. Students see how each chapter’s content relates to the overall framework. The unique diagram provides context for concepts as they are introduced and guides the learning process as it makes explicit the connections between chapters and content.
  • THE LATEST AD AND BRAND PROMOTION EXAMPLES BRING LEARNING TO LIFE. A hallmark feature of this dynamic text, this edition's highly visual presentation provides a captivating backdrop that clearly exemplifies how professionals apply advertising concepts. More than 200 of the latest ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad. Classic ads and examples are also included to show how techniques and approaches have evolved over the years as society, consumer tastes, and technology change.
  • PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Help your students expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students practice working in teams to complete assignments that highlight many of today's well known actual companies.
  • PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Help your students expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students practice working in teams to complete assignments that highlight many of today's well known actual companies.
  • INTEGRATED INTERNATIONAL COVERAGE HIGHLIGHTS GLOBAL ADVERTISING ISSUES. Drawing recent examples straight from today's global marketplace, this edition provides real world insights as the authors apply their international experience to the numerous challenges facing advertisers in different markets. Students examine integrated brand promotion ideas and successes from around the world, as they develop an understanding of the complexities of advertising in today's fast-paced business environment.
  • PRACTICAL STRUCTURE CLEARLY PRESENTS FUNDAMENTALS OF ADVERTISING. In addition to setting the standard for coverage of emerging topics, this edition's strengths lie in the compelling presentation of the fundamentals of advertising, supported by the unique conceptual framework diagram. Students learn all of the steps necessary to prepare a sound advertising plan. With a presentation that follows the same process as an advertising agency, this edition's logical parts reflect how advertising and IBP materials are developed and executed in business today.
  • ROBUST INSTRUCTOR RESOURCES REDUCE PREPARATION TIME WHILE ENERGIZING EACH CLASS. This new edition continues to offer a superior set of instructor tools prepared by the text's authors to ensure a seamless presentation. A revised, updated Instructor's Manual provides comprehensive lecture outlines and notes, exercise solutions, and a sample syllabus. Many resources are available on the instructor companion website, including a comprehensive test bank, Cognero® testing software, and PowerPoint® slides.
  • THE LATEST AD AND BRAND PROMOTION EXAMPLES BRING LEARNING TO LIFE. A hallmark feature of this dynamic text, this edition's highly visual presentation provides a captivating backdrop that clearly exemplifies how professionals apply advertising concepts. More than 200 of the latest ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad. Classic ads and examples are also included to show how techniques and approaches have evolved over the years as society, consumer tastes, and technology change.
  • INSIGHTS ONLINE EXAMPLES OFFER PERSPECTIVES ON ADVERTISER DECISIONS AND KEY ISSUES. Straight from the headlines, these online examples take students behind the scenes to explore how and why advertisers make their decisions and how they approach important issues, such as the role of design thinking and changes in consumer behavior.
  • CUTTING-EDGE COVERAGE HIGHLIGHTS TODAY'S MOST CURRENT TOPICS AND EMERGING TRENDS. This extensively revised, updated new edition highlights the latest topics, the most contemporary issues in digital, social and mobile media, as well as emerging trends from the field. Introduce your students to the world of advertising and brand promotion as it happens today with new coverage of advertising media, design thinking, research for insights and evaluation, and other advancements.

Table of Contents

Show More Show Less
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.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

Cengage Testing, powered by Cognero® for O’Guinn/Allen/Semenik/Close’s Advertising and Integrated Brand Promotion, Instant Access

ISBN13:9781337110297
ISBN10:1337110299
Cengage Learning Testing, powered by Cognero Instant Access

Instructor's Companion Website: Advertising and Integrated Brand Promotion, 8th

ISBN13:9781337110259
ISBN10:1337110256
Everything you need for your course in one place! This collection of product-specific lecture and class tools is available online via the instructor resource center at www.cengage.com/login. You'll be able to access and download materials such as PowerPoint® presentations, instructor’s manual, LMS-formatted test banks and more.

Ad Age for O’Guinn/Allen/Close Scheinbaum/Semenik’s Advertising and Integrated Brand Promotion

ISBN13:9781337110358
ISBN10:1337110353

Cengage Testing, powered by Cognero® for O’Guinn/Allen/Close Scheinbaum/Semenik's Advertising and Integrated Brand Promotion

ISBN13:9781337110303
ISBN10:1337110302
Cengage Learning Testing, powered by Cognero

INTERNAL ONLY IM ADVERTISING & INTEGRATED BRAND PROMOTION

ISBN13:9781337618274
ISBN10:1337618276

Compare Buying Options

Show More Show Less

Pricing Options

Advertising and Integrated Brand Promotion

  • ISBN-10: 1337110213
  • ISBN-13: 9781337110211

Price USD$ 188.95

eBook: Advertising and Integrated Brand Promotion 12Months

  • ISBN-10: 8000011794
  • ISBN-13: 9788000011790

Price USD$ 82.49

MindTap: Advertising and Integrated Brand Promotion 12Months

  • ISBN-10: 1337362174
  • ISBN-13: 9781337362177

Price USD$ 114.00

Buy

*Purchase not available for this country