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Advertising And Integrated Brand Promotion 8th Edition Oguinn Solutions Manual

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Advertising And Integrated Brand Promotion 8th Edition Oguinn Solutions Manual.

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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:

  1. Part 1: Advertising and Integrated Brand Promotion in Business and Society
  2. Chapter 1: The World of Advertising and Integrated Brand Promotion
  3. 1-1 The New World of Advertising and Integrated Brand Promotion
  4. 1-2 What Are Advertising and Integrated Brand Promotion?
  5. 1-3 Advertising as a Communication Process
  6. 1-4 The Audiences for Advertising
  7. 1-5 Advertising as a Business Process
  8. 1-6 From Advertising to Integrated Marketing Communications to Integrated Brand Promotion
  9. Summary
  10. Key Terms
  11. Endnotes
  12. Chapter 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, an
  13. 2-1 The Advertising Industry in Constant Transition
  14. 2-2 Trends Affecting the Advertising and Promotion Industry
  15. 2-3 The Scope and Structure of the Advertising and Promotion Industry
  16. Summary
  17. Key Terms
  18. Endnotes
  19. Chapter 3: The History of Advertising and Brand Promotion
  20. 3-1 The Rise of Advertising
  21. 3-2 The Eras of Advertising
  22. 3-3 Consumer Access, Connections, Branded Entertainment, and the Rise of Ad Blockers (2000 to Presen
  23. 3-4 Branded Entertainment
  24. 3-5 The Value of History
  25. Summary
  26. Key Terms
  27. Endnotes
  28. Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
  29. 4-1 The Social Aspects of Advertising
  30. 4-2 The Ethical Aspects of Advertising
  31. 4-3 The Regulatory Aspects of Advertising
  32. 4-4 The Regulation of Other Promotional Tools
  33. Summary
  34. Key Terms
  35. Endnotes
  36. Part 2: Analyzing the Environment for Advertising and Integrated Brand Promotion
  37. Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
  38. 5-1 Perspective One: The Consumer as Decision Maker
  39. 5-2 Perspective Two: The Consumer as Social Being
  40. Summary
  41. Key Terms
  42. Endnotes
  43. Chapter 6: Market Segmentation, Positioning, and the Value Proposition
  44. 6-1 STP Marketing and Advertising
  45. 6-2 Segmenting Markets
  46. 6-3 Prioritizing Segments
  47. 6-4 Targeting
  48. 6-5 Working with a Value Proposition and a Brand Platform
  49. Summary
  50. Key Terms
  51. Endnotes
  52. Chapter 7: Advertising Research
  53. 7-1 Stage One: Developmental Advertising and IBP Research
  54. 7-2 Sources of Secondary Data
  55. 7-3 Stage Two: Copy Research
  56. 7-4 Stage Three: Results Research
  57. 7-5 Account Planning versus Advertising Research
  58. 7-6 Where Is Advertising Research Going?
  59. Summary
  60. Key Terms
  61. Endnotes
  62. Chapter 8: Planning Advertising and Integrated Brand Promotion
  63. 8-1 The Advertising Plan and Marketing Context
  64. 8-2 Introduction
  65. 8-3 Situation Analysis
  66. 8-4 Objectives
  67. 8-5 Budgeting
  68. 8-6 Strategy
  69. 8-7 Execution
  70. 8-8 Evaluation
  71. 8-9 The Role of the Agency in Planning Advertising and IBP
  72. Summary
  73. Key Terms
  74. Endnotes
  75. Part 3: The Creative Process
  76. Chapter 9: Managing Creativity in Advertising and IBP
  77. 9-1 Why Does Advertising Thrive on Creativity?
  78. 9-2 Creativity across Domains
  79. 9-3 Agencies, Clients, and the Creative Process
  80. 9-4 Making Beautiful Music Together: Coordination, Collaboration, and Creativity
  81. 9-5 Have You Decided to Become More Creative?
  82. Summary
  83. Key Terms
  84. Endnotes
  85. Chapter 10: Creative Message Strategy
  86. 10-1 Message Strategy
  87. 10-2 Essential Message Objectives and Strategies
  88. 10-3 In the End
  89. Summary
  90. Key Terms
  91. Endnotes
  92. Chapter 11: Executing the Creative
  93. 11-1 The Creative Team and the Creative Brief
  94. 11-2 Copywriters and Art Directors
  95. 11-3 Copywriting
  96. 11-4 Art Direction
  97. 11-5 The Production Process in Television Advertising
  98. Summary
  99. Key Terms
  100. Endnotes
  101. Part 4: The Media Process
  102. Chapter 12: Media Planning Essentials
  103. 12-1 Measured and Unmeasured Media
  104. 12-2 The Basic Ideas and Terms
  105. 12-3 Competitive Media Assessment
  106. 12-4 Media Efficiency
  107. 12-5 Social Media: What Is Different
  108. 12-6 Media Choice and Integrated Brand Promotions
  109. 12-7 Planning Models
  110. 12-8 Making the Buy & Programmatic Media Buying
  111. Summary
  112. Key Terms
  113. Endnotes
  114. Chapter 13: Media Planning: Newspapers, Magazines, TV, and Radio
  115. 13-1 The Present and Future of Traditional Mass Media
  116. 13-2 Print Media-Strategic Planning Considerations
  117. 13-3 Television and Radio: Strategic Planning Considerations
  118. Summary
  119. Key Terms
  120. Endnotes
  121. Chapter 14: Media Planning: Advertising and IBP in Digital, Social, and Mobile Media
  122. 14-1 The Role of Digital, Social, and Mobile Media for IBP Synergy
  123. 14-2 Consumer and Brand Virtual Identity
  124. 14-3 Basics of Digital Advertising and Online Search
  125. 14-4 Importance of IBP in E-Tail: Emergence of Social E-Commerce and Big Data
  126. 14-5 Advantages of Digital, Social, and Mobile Media for Implementing Advertising and IBP Campaigns,
  127. 14-6 Synergizing with Other IBP Tools
  128. Summary
  129. Key Terms
  130. Endnotes
  131. Part 5: Integrated Brand Promotion
  132. Chapter 15: Sales Promotion, Point-of-Purchase Advertising, and Support Media
  133. 15-1 The Role of Sales Promotion, Point-of-Purchase Advertising, and Support Media
  134. 15-2 Sales Promotion Defined
  135. 15-3 The Importance and Growth of Sales Promotion
  136. 15-4 Sales Promotion Directed at Consumers
  137. 15-5 Sales Promotion Directed at the Trade Channel and Business Markets
  138. 15-6 The Risks of Sales Promotion
  139. 15-7 Point-of-Purchase Advertising
  140. 15-8 Support Media
  141. Summary
  142. Key Terms
  143. Endnotes
  144. Chapter 16: Event Sponsorship, Product Placements, and Branded Entertainment
  145. 16-1 The Role of Event Sponsorship, Product Placements, and Branded Entertainment in IBP
  146. 16-2 Brand-Building and the Convergence of Advertising and Entertainment
  147. 16-3 Event Sponsorship: Measurement and Consumer Psychology
  148. 16-4 Product Placements
  149. 16-5 Branded Entertainment
  150. 16-6 The Coordination Challenge
  151. Summary
  152. Key Terms
  153. Endnotes
  154. Chapter 17: Integrating Direct Marketing and Personal Selling
  155. 17-1 The Evolution of Direct Marketing
  156. 17-2 Database Marketing
  157. 17-3 Media Applications in Direct Marketing
  158. 17-4 Closing the Sale with Direct Marketing and/or Personal Selling
  159. Summary
  160. Key Terms
  161. Endnotes
  162. Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
  163. 18-1 Public Relations
  164. 18-2 Influencer Marketing
  165. 18-3 Corporate Advertising
  166. Summary
  167. Key Terms
  168. Endnotes
  169. Glossary
  170. Name/Brand/Company Index
  171. Subject Index

 

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