Advertising and Integrated Brand Promotion [Paperback]

Introduce advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/OGuinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society, while addressing industry shifts, from pandemic-prompted changes in consumer behavior and e-commerce to influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and forms of branding and marketing. A leader for its emphasis on integrated brand promotion with a supporting theme of synergy, this edition combines advertising fundamentals with a unifying conceptual framework and the latest advertising and marketing trends for top brands. The authors focus on advertising and marketing scholarship with insights, theory and practice that's applicable for those pursuing business as well as communication or advertising. MindTap digital resources further strengthen understanding.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: INTEGRATEDl#&