Advertising Management with Integrated Brand Promotion (With CD)

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Advertising Management with Integrated Brand Promotion leads the field, highlighting how advertising and promotion are developed and deployed to build brand awareness and affinity. The entire advertising and promotion trade is focused on using promotional tools to build the brand, and the fifth edition reflects that emphasis. It integrates IBP throughout each chapter to emphasize the importance of building brand awareness in advertising. Key Feature This edition covers the most current topics, latest issues, and emerging trends from the field. It offers new coverage of Web 2.0, expanded discussions on branded entertainment, greater integration of the importance of globalization, and much more The eye-catching edition includes more than 500 ads and exhibits. Most of these ads are given in color in a CD accompanying this book Table of Contents Part I: The Process: Advertising and Integrated Brand Promotion in Business and Society 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 Part II: Planning: Analyzing Advertising and Integrated Brand Promotion Environments 5. Advertising, Integrated Brand Promotion, and Consumer Behavior 6. Market Segmentation, Positioning, and the Value Proposition 7. Advertising and Promotion Research 8. Planning Advertising and Integrated Brand Promotion 9. Advertising Planning: An International Perspective Part III: Preparing the Message 10. Managing Creativity in Advertising and IBP 11. Message Strategy 12. Copywriting 13 . Art Direction and Production Part IV: Placing the Message in Conventional and New Media 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 Part V: Integrated Brand Promotion 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 20. Public Relations, Influencer Marketing, and Corporate Advertising Index