Solution Manual for Advertising and Integrated Brand Promotion 7th Edition OGuinn Allen Semenik Close 1285187814 9781285187815

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Place yourself in the midst of today’s fast-paced exhilarating world of advertising with O’Guinn/Allen/Semenik/Close’s ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E. This powerful and practical cutting-edge text draws from the authors’ vast experiences in the boardroom and classroom to give you intriguing insights into advertising in the real world. With ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E you’ll see how good advertising is the result of hard work and careful planning.

Language: English
ISBN-10: 1285187814
ISBN-13:  978-1285187815
ISBN-13:  9781285187815

Author: Thomas O’Guinn, Chris Allen, Richard J. Semenik, Angeline Close Scheinbaum

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Test Bank for Advertising and Integrated Brand Promotion 7th Edition OGuinn Allen Semenik Close 1285187814 9781285187815

Table of Content:

Part 1: 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 2: 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 3: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
Part 4: 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 & Social Media.
Part 5: 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.

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