Advertising and integrated brand promotion
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mason, Ohio :
South-Western ,
c2009
|
| Edition: | 5th ed |
| Subjects: |
Table of Contents:
- 1. The world of advertising and integrated brand promotion
- 2. The structure of the advertising industry: advertisers ,agencies, media companies, and support organizations
- 3. The evolution of promoting and advertising brands
- 4. Social, ethical, and regulatory aspects of advertising and promotion
- 5. Advertising, integrated brand promotion, and consumer behavior
- 6. Market segmentation, positioning, and the value proposition
- 7. Advertising and promotion research
- 8. Planning and integrated brand promotion
- 9. Advertising planning: an international perspective
- 10. Managing creativity in advertising and IBP
- Message strategy
- 12. Copywriting
- 13. Art direction and production
- 14. Media strategy and planning for advertising and IBP
- 15. Media planning: newspapers, magazines, television, and radio
- 16. Media planning: advertising and IBP on the internet
- 17. Sales promotion, point-of-purchase advertising, and support media
- 18. Event sponsorship, product placements, and branded entertainment
- 19. Integrating direct marketing and personal selling