Advertising and integrated brand promotion / by Thomas C. O'Guinn,Chris T.Allen and Richard J.Semenik

Includes Glossary and Indexes.

Pt One: Advertising in Business and Society 1.Advertising as a process. 2.The structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organization. 3.The evolution of advertising. 4.Social, ethical and regulatory aspects of advertising. Pt Two: Planning- analyzing the advertising environment 5.Advertising and consumer behavior. 6. Market segmentation,positioning, and value proposition. 7.Advertising and promotion research. 8.The advertising plan. 9.Advertising planning : an international perspective. Pt.Three: Preparing the message. 10.Creativity and advertising. 11.Message Strategy. 12.Copy-writing. 13.Art Direction and production. Pt.Four: Placing the message in conventional and New media 14.Media planning, objectives, and strategy for advertising and promoting the brand. 15.media planning: print Television,and radio. 16.Media Planning: advertising and the Internet. Pt.Five: Integrated brand promotion 17.Support media,P-O-P advertising,and Event sponsorship. 18.Sales promotion. 19.Direct marketing. 20.Public relations and corporate advertising.