Advertising and promotions: an integrated brand approach. / Richard J. Semenik ...[et al.]
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HF5821.A745 Essentials of contemporary advertising. / | HF5821.B62Ar3 Contemporary advertising. / | HF5821.B71 Contemporary advertising. / | HF5821.O342 Advertising and promotions: an integrated brand approach. / | HF6535.N33 Study guide: financial and managerial accounting. / | HF6535.N331 Study guide: financial and managerial accounting. / | HF6535.N332 Study guide: financial and managerial accounting. / |
Includes index.
Contents: Advertising and integrated brand promotion in business and society: The world of advertising and integrated brand promotion -- The global structure of the advertising and promotion industry: Advertisers, agencies, media, and support organizations -- Regulatory, social, and ethical aspects of advertising and promotion in the global market -- The history of advertising and brand promotion -- Analyzing the environment for advertising and integrated brand promotion: Advertising, consumer behavior, and integrated brand promotion -- Market segmentation, positioning, and the value proposition -- Research in advertising and promotion -- Planning for advertising and integrated brand promotion -- The creative process: Managing creativity in advertising and integrated brand promotion -- Creative message strategy -- Executing the creative -- Placing the message in conventional and "new" media: Media planning essentials -- Media planning: Newspapers, magazines, television, and radio -- Media planning: Advertising and IBP in digital/interactive media -- Integrated brand promotion: Sales promotion, point-of-purchase advertising, and support media -- Event sponsorship, product placements, and branded entertainment -- Integrated direct marketing and personal selling -- Public relations, influencer marketing, and corporate advertising.
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