ean 9780324568677 temática PUBLICIDAD edición 5ª año Publicación 2009 idioma INGLÉS editorial CENGAGE LEARNING páginas 750 formato CARTONÉ 47,18 €    PEDIR   NOVEDAD

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Good advertising is the result of hard work and careful planning. The exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e, International Edition illustrates how to most effectively accomplish this and get the best results. More visual than ever, the thoroughly revised fifth edition provides an innovative, integrated learning experience for your students. It continues the O’Guinn, Allen, and Semenik tradition of providing a solid understanding of advertising strategy through a clearly written text, coupled with more than 500 of the most contemporary ads and exhibits. A leader in its emphasis on integrated brand promotion, it combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the hottest topics and latest trends. Packed with practical applications and insight, the book presents concepts in the context of real advertising practice-- beginning with the table of contents, which follows the same process as an advertising agency. Adding to its robust instructor’s resources, the fifth edition includes a new media-rich PowerPoint® presentation with embedded video. Students also will be enthralled and inspired by the award-winning Clios DVD.

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PART ONE: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. 1. The World of Advertising and Integrated Brand Promotion. 2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. 3. The Evolution of Promoting and Advertising Brands. 4. Social, Ethical, and Regulatory Aspects of Advertising. PART TWO: THE PLANNING: ANALYZING THE ADVERTISING AND INTEGRATED BRAND PROMOTION ENVIRONMENT. 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. 9. Advertising Planning: An International Perspective. PART THREE: PREPARING THE MESSAGE. 10. Creativity, Advertising, and the Brand. 11. Message Strategy. 12. Copywriting. 13. Art Direction and Production. PART FOUR: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA. 14. Media Strategy and Planning for Advertising and IBP. 15. Media Planning: Print, Television, and Radio. 16. Media Planning: Advertising and IBP on the Internet. PART FIVE: INTEGRATED BRAND PROMOTION. 17. Out-of-Home Media, P-O-P Advertising, and Sales Promotion. 18. Event Sponsorship, Product Placements, and Branded Entertainment. 19. Direct Marketing. 20. Public Relations, Influencer Marketing, and Corporate Advertising. Glossary. Name/Brand/Company Index. Subject Index. Credits.