Advertising And Integrated Brand Promotion 8th Edition Oguinn Solutions Manual
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Advertising And Integrated Brand Promotion 8th Edition Oguinn Solutions Manual.
This is completed downloadable of Advertising And Integrated Brand Promotion 8th Edition Oguinn Solutions Manual
Product Details:
- ISBN-10 : 1337110213
- ISBN-13 : 978-1337110211
- Author:
Place yourself in the midst of today’s fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today’s world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today’s most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium.
Table of Content:
- Part 1: Advertising and Integrated Brand Promotion in Business and Society
- Chapter 1: The World of Advertising and Integrated Brand Promotion
- 1-1 The New World of Advertising and Integrated Brand Promotion
- 1-2 What Are Advertising and Integrated Brand Promotion?
- 1-3 Advertising as a Communication Process
- 1-4 The Audiences for Advertising
- 1-5 Advertising as a Business Process
- 1-6 From Advertising to Integrated Marketing Communications to Integrated Brand Promotion
- Summary
- Key Terms
- Endnotes
- Chapter 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, an
- 2-1 The Advertising Industry in Constant Transition
- 2-2 Trends Affecting the Advertising and Promotion Industry
- 2-3 The Scope and Structure of the Advertising and Promotion Industry
- Summary
- Key Terms
- Endnotes
- Chapter 3: The History of Advertising and Brand Promotion
- 3-1 The Rise of Advertising
- 3-2 The Eras of Advertising
- 3-3 Consumer Access, Connections, Branded Entertainment, and the Rise of Ad Blockers (2000 to Presen
- 3-4 Branded Entertainment
- 3-5 The Value of History
- Summary
- Key Terms
- Endnotes
- Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
- 4-1 The Social Aspects of Advertising
- 4-2 The Ethical Aspects of Advertising
- 4-3 The Regulatory Aspects of Advertising
- 4-4 The Regulation of Other Promotional Tools
- Summary
- Key Terms
- Endnotes
- Part 2: Analyzing the Environment for Advertising and Integrated Brand Promotion
- Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
- 5-1 Perspective One: The Consumer as Decision Maker
- 5-2 Perspective Two: The Consumer as Social Being
- Summary
- Key Terms
- Endnotes
- Chapter 6: Market Segmentation, Positioning, and the Value Proposition
- 6-1 STP Marketing and Advertising
- 6-2 Segmenting Markets
- 6-3 Prioritizing Segments
- 6-4 Targeting
- 6-5 Working with a Value Proposition and a Brand Platform
- Summary
- Key Terms
- Endnotes
- Chapter 7: Advertising Research
- 7-1 Stage One: Developmental Advertising and IBP Research
- 7-2 Sources of Secondary Data
- 7-3 Stage Two: Copy Research
- 7-4 Stage Three: Results Research
- 7-5 Account Planning versus Advertising Research
- 7-6 Where Is Advertising Research Going?
- Summary
- Key Terms
- Endnotes
- Chapter 8: Planning Advertising and Integrated Brand Promotion
- 8-1 The Advertising Plan and Marketing Context
- 8-2 Introduction
- 8-3 Situation Analysis
- 8-4 Objectives
- 8-5 Budgeting
- 8-6 Strategy
- 8-7 Execution
- 8-8 Evaluation
- 8-9 The Role of the Agency in Planning Advertising and IBP
- Summary
- Key Terms
- Endnotes
- Part 3: The Creative Process
- Chapter 9: Managing Creativity in Advertising and IBP
- 9-1 Why Does Advertising Thrive on Creativity?
- 9-2 Creativity across Domains
- 9-3 Agencies, Clients, and the Creative Process
- 9-4 Making Beautiful Music Together: Coordination, Collaboration, and Creativity
- 9-5 Have You Decided to Become More Creative?
- Summary
- Key Terms
- Endnotes
- Chapter 10: Creative Message Strategy
- 10-1 Message Strategy
- 10-2 Essential Message Objectives and Strategies
- 10-3 In the End
- Summary
- Key Terms
- Endnotes
- Chapter 11: Executing the Creative
- 11-1 The Creative Team and the Creative Brief
- 11-2 Copywriters and Art Directors
- 11-3 Copywriting
- 11-4 Art Direction
- 11-5 The Production Process in Television Advertising
- Summary
- Key Terms
- Endnotes
- Part 4: The Media Process
- Chapter 12: Media Planning Essentials
- 12-1 Measured and Unmeasured Media
- 12-2 The Basic Ideas and Terms
- 12-3 Competitive Media Assessment
- 12-4 Media Efficiency
- 12-5 Social Media: What Is Different
- 12-6 Media Choice and Integrated Brand Promotions
- 12-7 Planning Models
- 12-8 Making the Buy & Programmatic Media Buying
- Summary
- Key Terms
- Endnotes
- Chapter 13: Media Planning: Newspapers, Magazines, TV, and Radio
- 13-1 The Present and Future of Traditional Mass Media
- 13-2 Print Media-Strategic Planning Considerations
- 13-3 Television and Radio: Strategic Planning Considerations
- Summary
- Key Terms
- Endnotes
- Chapter 14: Media Planning: Advertising and IBP in Digital, Social, and Mobile Media
- 14-1 The Role of Digital, Social, and Mobile Media for IBP Synergy
- 14-2 Consumer and Brand Virtual Identity
- 14-3 Basics of Digital Advertising and Online Search
- 14-4 Importance of IBP in E-Tail: Emergence of Social E-Commerce and Big Data
- 14-5 Advantages of Digital, Social, and Mobile Media for Implementing Advertising and IBP Campaigns,
- 14-6 Synergizing with Other IBP Tools
- Summary
- Key Terms
- Endnotes
- Part 5: Integrated Brand Promotion
- Chapter 15: Sales Promotion, Point-of-Purchase Advertising, and Support Media
- 15-1 The Role of Sales Promotion, Point-of-Purchase Advertising, and Support Media
- 15-2 Sales Promotion Defined
- 15-3 The Importance and Growth of Sales Promotion
- 15-4 Sales Promotion Directed at Consumers
- 15-5 Sales Promotion Directed at the Trade Channel and Business Markets
- 15-6 The Risks of Sales Promotion
- 15-7 Point-of-Purchase Advertising
- 15-8 Support Media
- Summary
- Key Terms
- Endnotes
- Chapter 16: Event Sponsorship, Product Placements, and Branded Entertainment
- 16-1 The Role of Event Sponsorship, Product Placements, and Branded Entertainment in IBP
- 16-2 Brand-Building and the Convergence of Advertising and Entertainment
- 16-3 Event Sponsorship: Measurement and Consumer Psychology
- 16-4 Product Placements
- 16-5 Branded Entertainment
- 16-6 The Coordination Challenge
- Summary
- Key Terms
- Endnotes
- Chapter 17: Integrating Direct Marketing and Personal Selling
- 17-1 The Evolution of Direct Marketing
- 17-2 Database Marketing
- 17-3 Media Applications in Direct Marketing
- 17-4 Closing the Sale with Direct Marketing and/or Personal Selling
- Summary
- Key Terms
- Endnotes
- Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
- 18-1 Public Relations
- 18-2 Influencer Marketing
- 18-3 Corporate Advertising
- Summary
- Key Terms
- Endnotes
- Glossary
- Name/Brand/Company Index
- Subject Index
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