Advertising and promotions : an integrated brand approach
著者
書誌事項
Advertising and promotions : an integrated brand approach
South-Western, Cengage Learning, c2012
6th ed., International ed
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注記
Includes indexes
内容説明・目次
内容説明
Semenik/Allen/O'Guinn's ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, International Edition places the reader in the midst of today's fast-paced, exhilarating world of advertising demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.
目次
PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
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 Aspects of Advertising and Promotion in the Global Market.
4. The History of Advertising and Brand Promotion.
PART II: ANALYZING THE 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.
PART III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and Integrated Brand Promotion.
10. Creative Message Strategy.
11. Executing the Creative.
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 Activities.
Project One.
Project Two.
Project Three.
Project Four.
Project Five.
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