an integrated brand approach Semenik, Richard C. Primary Author Chris, Allen Additional Author Kaufmann, Hans Rudiger Additional Author O'Guinn, Thomas C Additional Author mixed material bibliography Singapore South-Western Cengage Learning 2012 en English

Printed Material

xli, 710p. ill., figs., index. ; 28 cm. PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. 1. The World of Advertising and Integrated Brand Promotion. 2. The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media 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 and Promotion Research. 8. Planning Advertising and Integrated Brand Promotion. PART III: THE CREATIVE PROCESS. 9. Managing Creativity in Advertising and Integrated Brand Promotion. 10. Creative Message Strategy. 11. Executing the Creative. PART IV: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA. 12. Media Planning Essentials. 13. Media Planning: Newspapers, Magazines, Television, and Radio. 14. Media Planning: Advertising and IBP in Digital/Interactive 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. Communication Marketing Strategy Internet Advertising Textbook Sales promotion Public relations Marketing mix Marketing communication BK/BR 9780538479868 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BK/BR Adv 35539 General (General) BK/BR Adv 38864 2012-07-03 00:00:00 2020-05-01 11:24:58 machine generated