• Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik, ISBN-10: 1337110213 ISBN-13: 9781337110211
Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik, ISBN-10: 1337110213 ISBN-13: 9781337110211
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Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik, ISBN-10: 1337110213 ISBN-13: 9781337110211

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Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik, ISBN-10: 1337110213 ISBN-13: 9781337110211

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Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik, ISBN-10: 1337110213 ISBN-13: 9781337110211

Other ISBNs:
ISBN-10: 1337110264 ISBN-13: 9781337110266
ISBN-10: 1337584487 ISBN-13: 9781337584487
ISBN-10: 1337584444 ISBN-13: 9781337584449
ISBN-10: 0357690028 ISBN-13: 9780357690024

Table of Contents
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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