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Advertising and Integrated Brand Promotion

Advertising and Integrated Brand Promotion 7th Edition

By: Thomas O&#39Guinn Chris Allen Richard J. Semenik
ISBN-10: 1305334434
/ ISBN-13: 9781305177215
Edition: 7th Edition
Language: English
				
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Contents

Part 1: Advertising and Integrated Brand Promotion in Business and Society

    • Ch 1: The World of Advertising and Integrated Brand Promotion
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 1-1: The New World of Advertising and Integrated Brand Promotion
    • 1-2: What Are Advertising and Integrated Brand Promotion?
    • 1-3: Advertising as a Communication Process
    • 1-4: The Audiences for Advertising
    • 1-5: Advertising as a Business Process
    • 1-6: From Advertising to Integrated Marketing Communications to Integrated Brand Promotion
    • Summary
    • Key Terms
    • Endnotes
    • Ch 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Sup
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 2-1: The Advertising Industry in Constant Transition
    • 2-2: Trends Affecting the Advertising and Promotion Industry
    • 2-3: The Scope and Structure of the Advertising and Promotion Industry
    • Summary
    • Key Terms
    • Endnotes
    • Ch 3: The History of Advertising and Brand Promotion
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 3-1: The Rise of Advertising
    • 3-2: The Eras of Advertising
    • 3-3: Consumer Access, Connections, Branded Entertainment, and the Great Recession (2000 to Present)
    • 3-4: Branded Entertainment
    • 3-5: The Value of History
    • Summary
    • Key Terms
    • Endnotes
    • Ch 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 4-1: The Social Aspects of Advertising
    • 4-2: The Ethical Aspects of Advertising
    • 4-3: The Regulatory Aspects of Advertising
    • 4-4: The Regulation of Other Promotional Tools
    • Summary
    • Key Terms
    • Endnotes

Part 2: Analyzing the Environment for Advertising and Integrated Brand Promotion

    • Ch 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 5-1: Perspective One: The Consumer as Decision Maker
    • 5-2: Perspective Two: The Consumer as Social Being
    • Summary
    • Key Terms
    • Endnotes
    • Ch 6: Market Segmentation, Positioning, and the Value Proposition
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 6-1: STP Marketing and Advertising
    • 6-2: Segmenting Markets
    • 6-3: Prioritizing Segments
    • 6-4: Targeting
    • 6-5: Working with a Value Proposition and a Brand Platform
    • Summary
    • Key Terms
    • Endnotes
    • Ch 7: Advertising Research
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 7-1: Stage One: Developmental Advertising and IBP Research
    • 7-2: Sources of Secondary Data
    • 7-3: Stage Two: Copy Research
    • 7-4: Stage Three: Results
    • 7-5: Account Planning versus Advertising Research
    • 7-6: One Last Thought on Message Testing
    • 7-7: What We Need
    • Summary
    • Key Terms
    • Endnotes
    • Ch 8: Planning Advertising and Integrated Brand Promotion
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 8-1: The Advertising Plan and Marketing Context
    • 8-2: Introduction
    • 8-3: Situation Analysis
    • 8-4: Objectives
    • 8-5: Budgeting
    • 8-6: Strategy
    • 8-7: Execution
    • 8-8: Evaluation
    • 8-9: The Role of the Agency in Planning Advertising and IBP
    • Summary
    • Key Terms
    • Endnotes

Part 3: The Creative Process

    • Ch 9: Managing Creativity in Advertising and IBP
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 9-1: Why Does Advertising Thrive on Creativity?
    • 9-2: Creativity across Domains
    • 9-3: Agencies, Clients, and the Creative Process
    • 9-4: Making Beautiful Music Together: Coordination, Collaboration, and Creativity
    • 9-5: Have You Decided to Become More Creative?
    • Summary
    • Key Terms
    • Endnotes
    • Ch 10: Creative Message Strategy
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 10-1: Message Strategy
    • 10-2: Essential Message Objectives and Strategies
    • 10-3: In the End
    • Summary
    • Key Terms
    • Endnotes
    • Ch 11: Executing the Creative
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 11-1 The Creative Team and the Creative Brief
    • 11-2 Copywriters and Art Directors
    • 11-3 Copywriting
    • 11-4: Art Direction
    • 11-5: The Production Process in Television Advertising
    • Summary
    • Key Terms
    • Endnotes

Part 4: Placing the Message in Conventional and “New” Media

    • Ch 12: Media Planning Essentials
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 12-1: Measured and Unmeasured Media
    • 12-2: The Basic Ideas and Terms
    • 12-3: Competitive Media Assessment
    • 12-4: Media Efficiency
    • 12-5: Social Media: What Is Different
    • 12-6: Media Choice and Integrated Brand Promotions
    • 12-7: Planning Models
    • 12-8: Making the Buy
    • Summary
    • Key Terms
    • Endnotes
    • Ch 13: Media Planning: Newspapers, Magazines, TV, and Radio
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 13-1: The Present and Future of Traditional Mass Media
    • 13-2: Media Strategy
    • 13-3: Print Media—Strategic Planning Considerations
    • 13-4: Television and Radio: Strategic Planning Considerations
    • Summary
    • Key Terms
    • Endnotes
    • Ch 14: Media Planning: Advertising and IBP in Digital and Social Media
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 14-1: You’ve Been Poked—The Role of Digital and Social Media as a Synergistic IBP Tool
    • 14-2: Consumer and Brand Virtual Identity
    • 14-3: Basics of Digital Advertising and Online Search
    • 14-4: Importance of IBP in E-Tail: Emergence of Social E-Commerce and Big Data
    • 14-5: Advantages of Digital and Social Media for Implementing Advertising and IBP Campaigns, as well
    • 14-6: Synergizing with Other IBP Tools
    • Summary
    • Key Terms
    • Endnotes

Part 5: Integrated Brand Promotion

    • Ch 15: Sales Promotion, Point-of-Purchase Advertising, and Support Media
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 15-1: The Role of Sales Promotion, Point-of-Purchase Advertising, and Support Media
    • 15-2: Sales Promotion Defined
    • 15-3: The Importance and Growth of Sales Promotion
    • 15-4: Sales Promotion Directed at Consumers
    • 15-5: Sales Promotion Directed at the Trade Channel and Business Markets
    • 15-6: The Risks of Sales Promotion
    • 15-7: Point-of-Purchase Advertising
    • 15-8: Support Media
    • Summary
    • Key Terms
    • Endnotes
    • Ch 16: Event Sponsorship, Product Placements, and Branded Entertainment
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • 16-1: The Role of Event Sponsorship, Product Placements, and Branded Entertainment in IBP
    • 16-2: The Convergence of Madison & Vine
    • 16-3: Event Sponsorship
    • 16-4: Product Placements
    • 16-5: Branded Entertainment
    • 16-6: The Coordination Challenge
    • Summary
    • Key Terms
    • Endnotes
    • Ch 17: Integrating Direct Marketing and Personal Selling
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 17-1: The Evolution of Direct Marketing
    • 17-2: Database Marketing
    • 17-3: Media Applications in Direct Marketing
    • 17-4: Closing the Sale with Direct Marketing and/or Personal Selling
    • Summary
    • Key Terms
    • Endnotes
    • Ch 18: Public Relations, Influencer Marketing, and Corporate Advertising
    • After Reading and Thinking about this Chapter, You Will Be Able to do the Following:
    • Introduction
    • 18-1: Public Relations
    • 18-2: Influencer Marketing
    • 18-3: Corporate Advertising
    • Summary
    • Key Terms
    • Endnotes

Glossary

Name/Brand/Company Index

Subject Index


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