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Advertising and Integrated Brand Promotion 3e O'Guinn, Semenik

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Kompleksowe omówienie roli reklamy w budowaniu przewagi konkurencyjnej przedsiębiorstwa. Poszczególne rozdziały omawiają kolejne etapy budowy kampanii reklamowej i promocji marki. Tekst uzupełniony licznymi opisami przypadków .

Spis treści

Preface vi
Acknowledgments xxii

Part 1 The Process: Advertising in Business and Society 2

1 Advertising as a Process 4
2 The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations 42
3 The Evolution of Advertising 74
4 Social, Ethical, and Regulatory Aspects of Advertising 114

Integrated Brand Promotion Part I From Principles to Practice: An Integrated Brand Promotion Case 148

Part 2 Planning: Analyzing the Advertising Environment 158

5 Advertising and Consumer Behavior 160
6 Market Segmentation, Positioning, and the Value Proposition 208
7 Advertising and Promotion Research 240
8 The Advertising Plan 270
9 Advertising Planning: An International Perspective 298

Integrated Brand Promotion Part 2 From Principles to Practice: Planning Advertising and IBP 326

Part 3 Preparing the Messageb 336

10 Creativity and Advertising 338
11 Message Strategy 362
12 Copywriting 400
13 Art Direction and Production 434

Integrated Brand Promotion Part 3 From Principles to Practice: Preparing Advertising and IBP 476

Part 4 Placing the Message in Conventional and "New" Media 484

14 Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand 486
15 Media Planning: Print, Television, and Radio 522
16 Media Planning: Advertising and the Internet 558

Integrated Brand Promotion Part 4 From Principles to Practice: Cincinnati Bell Wireless: The Launch Campaign 596

Part 5 Integrated Brand Promotion 604

17 Support Media, P-O-P Advertising, and Event Sponsorship 606
18 Sales Promotion 634
19 Direct Marketing 668
20 Public Relations and Corporate Advertising 694

Integrated Brand Promotion Part 5 From Principles to Practice: Sustaining and Growing the Brand after Launch 718

Glossary 727
Name/Brand/Company Index 741
Subject Index 750
Credits 766