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Advertising and Integrated Brand Promotion, 8th Edition

Thomas O'Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik

  • Copyright 2019
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Advertising and Integrated Brand Promotion 8th Edition by Thomas O'Guinn/Chris Allen/Angeline Close Scheinbaum/Richard J. Semenik
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Overview

Show students how hard work and careful planning lead to strong advertising with O’Guinn/Allen/Close Scheinbaum/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. Bring advertising strategy to life with dynamic visuals and examples from today's most contemporary ads. This integrated learning experience focuses on advertising results and business success.

A leader for its emphasis on integrated brand promotion and supporting theme of synergy, this edition combines advertising fundamentals with a new unifying conceptual framework and the latest advertising trends. Coverage of social media, design thinking, and globalization exemplifies developments in today's digital society. Students examine concepts in the context of real advertising practice as content follows the process of an actual advertising agency. Comprehensive MindTap integrates discussion of video and other medium.

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Meet the Authors

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Thomas O'Guinn

Dr. Thomas Clayton O’Guinn is a professor of marketing and the Irwin Maier Distinguished Chair in business. He received his Ph.D. from The University of Texas at Austin. Prior to coming to Wisconsin, he was at The University of Illinois Urbana-Champaign. Dr. O’Guinn’s research is broadly sociological. His work is often near the intersection of sociology and social psychology, or micro-sociology. Among his most notable works are several multi-method pieces, including survey data, content analysis and ethnography. His work is sociologically and theoretical substantive. The work began with studies of special groups of consumers, such as Mexican-American immigrants, then moved to those consumers who used consumption in a compulsive manner and then transitioned to how various strata were affected by television viewing in terms of their beliefs about others, or economic and consumption norms. Dr. O'Guinn co-founded (along with then doctoral student, Albert Muniz, Jr.) a research stream on consumption and brand-centered communities. More recently, Dr. O'Guinn's work explores social strata, particularly social class, as it relates to the use and value of physical space within commercial settings, and the value of objects and services delivered with them. He is also currently working on social class and consumption within new American urban neighborhoods, institutional responses by marketers to social disruption and a sociological model of brands.

Chris Allen

Chris Allen, Ph. D., is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers' attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G's Marketing Innovation Research Fund--a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State.

Angeline Close Scheinbaum

Dr. Angeline Close Scheinbaum is the Dan Duncan Professor of Sports Marketing and associate professor of marketing in the Wilbur O. and Ann Powers College of Business at Clemson University. Her research interest is in the areas of online consumer behavior and sponsorship/event marketing, specifically how consumers' experiences at sponsored events influence attitudes and consumer behavior. Her research explains e-commerce behaviors and motivations as well as how to engage consumers with events, how to uncover drivers of effective sponsorships, how entertainment impacts affect events/purchase intention toward sponsors, what the role of sponsor-event congruity is and why consumers may resist events. Dr. Close Scheinbaum also researches consumers' experiences with electronic marketplaces in social media and e-commerce. She has edited three scholarly books and authored more than thirty-five peer-reviewed journal articles. They have appeared in rigorous journals such as the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research and Journal of Business Research. Her research has also been featured on CBS and in the New York Times, Washington Post, the Los Angeles Times and Forbes. Dr. Close Scheinbaum brings industry experience as a contributor to research projects for Dodge, Ford, Cingular, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Lexus, Shell, Volkswagen and the United States Tennis Association. Prior to joining Clemson, she was a tenured associate professor at The University of Texas at Austin. Her education is in both advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication and the Terry College of Business. Raised in Georgia, Dr. Close Scheinbaum has gained global experience while studying abroad in Spain and France.

Richard J. Semenik

Richard J. Semenik, Ph. D., is Professor of Marketing and former Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Rich served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, Printingforless.com, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.

What's New

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  • NEW CONCEPTUAL FRAMEWORK DIAGRAM EMPHASIZES HOW ADVERTISING AND INTEGRATED BRAND PROMOTION IMPACT THE OVERALL PICTURE. This unifying conceptual framework diagram shows how each aspect of advertising and integrated brand promotion fits into the overall process and into the larger environment of business and society. Students see how each chapter’s content relates to the overall framework. The unique diagram provides context for concepts as they are introduced and guides the learning process as it makes explicit the connections between chapters and content.
  • NEW INTEGRATED BRAND PROMOTION IN ACTION FEATURE IN EACH CHAPTER ILLUSTRATES SIDE-BY-SIDE EXAMPLES OF ADVERTISING AND BRAND PROMOTION. Students learn how specific brands, such as Target, Hilton, and KitKat, actually apply chapter concepts. Insightful questions help students comprehend the importance of leveraging the power of integrated brand promotion. You can use these features and questions as discussion starters or for individual or group projects.
  • UPDATED GLOSSARY FEATURES THE LATEST INDUSTRY TERMINOLOGY AS WELL AS TRADITIONAL KEY TERMS. Students stay current with emerging trends and developing themes while gaining an understanding of traditional terms. This edition’s glossary clarifies new terms such as ad blocker, Big Data, ethnographic research, geofencing, purpose-driven marketing, opinion leaders, trendspotting, content marketing, and click fraud.

Features

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  • PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Help your students expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students practice working in teams to complete assignments that highlight many of today's well known actual companies.
  • THE LATEST AD AND BRAND PROMOTION EXAMPLES BRING LEARNING TO LIFE. A hallmark feature of this dynamic text, this edition's highly visual presentation provides a captivating backdrop that clearly exemplifies how professionals apply advertising concepts. More than 200 of the latest ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad. Classic ads and examples are also included to show how techniques and approaches have evolved over the years as society, consumer tastes, and technology change.
  • CUTTING-EDGE COVERAGE HIGHLIGHTS TODAY'S MOST CURRENT TOPICS AND EMERGING TRENDS. This extensively revised, updated new edition highlights the latest topics, the most contemporary issues in digital, social and mobile media, as well as emerging trends from the field. Introduce your students to the world of advertising and brand promotion as it happens today with new coverage of advertising media, design thinking, research for insights and evaluation, and other advancements.
  • INSIGHTS ONLINE EXAMPLES OFFER PERSPECTIVES ON ADVERTISER DECISIONS AND KEY ISSUES. Straight from the headlines, these online examples take students behind the scenes to explore how and why advertisers make their decisions and how they approach important issues, such as the role of design thinking and changes in consumer behavior.
  • PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Help your students expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students practice working in teams to complete assignments that highlight many of today's well known actual companies.
  • THE LATEST AD AND BRAND PROMOTION EXAMPLES BRING LEARNING TO LIFE. A hallmark feature of this dynamic text, this edition's highly visual presentation provides a captivating backdrop that clearly exemplifies how professionals apply advertising concepts. More than 200 of the latest ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad. Classic ads and examples are also included to show how techniques and approaches have evolved over the years as society, consumer tastes, and technology change.
  • PRACTICAL STRUCTURE CLEARLY PRESENTS FUNDAMENTALS OF ADVERTISING. In addition to setting the standard for coverage of emerging topics, this edition's strengths lie in the compelling presentation of the fundamentals of advertising, supported by the unique conceptual framework diagram. Students learn all of the steps necessary to prepare a sound advertising plan. With a presentation that follows the same process as an advertising agency, this edition's logical parts reflect how advertising and IBP materials are developed and executed in business today.
  • INTEGRATED INTERNATIONAL COVERAGE HIGHLIGHTS GLOBAL ADVERTISING ISSUES. Drawing recent examples straight from today's global marketplace, this edition provides real world insights as the authors apply their international experience to the numerous challenges facing advertisers in different markets. Students examine integrated brand promotion ideas and successes from around the world, as they develop an understanding of the complexities of advertising in today's fast-paced business environment.
  • ROBUST INSTRUCTOR RESOURCES REDUCE PREPARATION TIME WHILE ENERGIZING EACH CLASS. This new edition continues to offer a superior set of instructor tools prepared by the text's authors to ensure a seamless presentation. A revised, updated Instructor's Manual provides comprehensive lecture outlines and notes, exercise solutions, and a sample syllabus. Many resources are available on the instructor companion website, including a comprehensive test bank, Cognero® testing software, and PowerPoint® slides.

Table of Contents

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Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and IBP.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The History of Advertising and Brand Promotion.
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.
Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
5. Advertising, Integrated Brand Promotion, and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising Research.
8. Planning Advertising and Integrated Brand Promotion.
Part III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
Part IV: THE MEDIA PROCESS.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media.
Part V: INTEGRATED BRAND PROMOTION.
15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.
16. Event Sponsorship, Product Placements, and Branded Entertainment.
17. Integrating Direct Marketing and Personal Selling.
18. Public Relations, Influencer Marketing, and Corporate Advertising.

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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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Cengage Testing, powered by Cognero® for O’Guinn/Allen/Semenik/Close’s Advertising and Integrated Brand Promotion, Instant Access

ISBN: 9781337110297
Cengage Learning Testing, powered by Cognero® is a flexible, online system that allows you to import, edit, and manipulate content from the text’s test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want.

Instructor's Companion Website: Advertising and Integrated Brand Promotion, 8th

ISBN: 9781337110259
Everything you need for your course in one place! This collection of product-specific lecture and class tools is available online via the instructor resource center at www.cengage.com/login. You'll be able to access and download materials such as PowerPoint® presentations, instructor’s manual, LMS-formatted test banks and more.

FOR STUDENTS

International MindTap Marketing Instant Access for O’Guinn/Allen/Close Scheinbaum/Semenik's Advertising and Integrated Brand Promotion

ISBN: 9781337362177
International MindTap Marketing for O’Guinn/Allen/Close Scheinbaum/Semenik's Advertising and Integrated Brand Promotion, 8th Edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course—to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap propels students from memorization to mastery. MindTap gives you complete ownership of your content and learning experience. Customize the interactive syllabi, emphasize the most important topics, and add your own material or notes in the eBook. The outcome-driven application helps you challenge every student, build their confidence, and empower them to be unstoppable. All online text media materials accessible through this access code are available in EMEA, Latin America, Asia, and India only.

MindTap Marketing, 1 term (6 months) Instant Access for O’Guinn/Allen/Close Scheinbaum/Semenik's Advertising and Integrated Brand Promotion

ISBN: 9781337110266
MindTap Marketing for O’Guinn/Allen/Close Scheinbaum/Semenik's Advertising and Integrated Brand Promotion, 8th edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course -- to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap gives you complete ownership of your content and learning experience. Quiz questions for each chapter, case studies, homework assignments, Ad Age assignments and video assessments provide opportunities for students to reinforce their learning and think critically about key advertising concepts. Easily customize your course to emphasize the most important topics, and add your own material or notes in the eBook.

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