Advertising and Promotions: An Integrated Brand Approach (6th International edition)

Advertising and Promotions: An Integrated Brand Approach (6th International edition)

By: Hans Rudiger Kaufmann (author), Chris Allen (author), Richard J. Semenik (author), Thomas O'Guinn (author)Paperback

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Description

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.

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About Author

Hans Rudiger Kaufmann completed his sponsored Ph.D. in 1997 and was a research assistant and part-time lecturer at Manchester Metropolitan University after having had extensive experience in German bank management. Later, he worked in Budapest-first as Course Director of Marketing for the Chartered Institute of Marketing and then as Assistant Professor in Marketing at the International Management Center in Budapest as well as a contractual consultant. At the University of Applied Sciences Liechtenstein, he was Academic Director of Private Banking and later Head of the Competence Centre in International Management. Since October 2006, he has been an associate professor at the University of Nicosia. He was a launching member and president (2007-2009) of the international research network on consumer behaviour, CIRCLE. He is currently Vice President of the EuroMed Research Business Institute (EMRBI). He is a member of the editorial board of various journals and an associate editor of the World Review of Entrepreneurship, Management and Sustainable Development. Thomas C. O'Guinn 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. Thomas 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 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. Richard J. Semenik 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.

Contents

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.

Product Details

  • publication date: 26/07/2011
  • ISBN13: 9780538479868
  • Format: Paperback
  • Number Of Pages: 752
  • ID: 9780538479868
  • weight: 1476
  • ISBN10: 0538479868
  • edition: 6th International edition

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