Advertising and Integrated Brand Promotion, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this
Includes bibliographical references and indexes
pt. 1. The process : advertising and integrate brand promotion in business and society -- The world of advertising and integrated brand promotion -- The structure of the advertising industry : advertisers, advertising agencies, and support organizations -- The evolution of promoting and advertising brands -- Social, ethical, and regulatory aspects of advertising -- pt. 2. The planning : Analyzing the advertising and integrated brand promotion environment -- Advertising, integrated brand promotion, and consumer behavior -- Market segmentation, positioning, and the value proposition -- Advertising and promotion research -- Planning advertising and integrated brand promotion -- Advertising planning : An international perspective -- pt. 3. Preparing the message -- Creativity, advertising, and the brand -- Message strategy -- Copywriting -- Art direction and production -- pt. 4. Placing the message in conventional and "new" media -- Media strategy and planning for advertising and IBP -- Media planning : Print, television, and radio -- Media planning : Advertising and IBP on the internet -- pt. 5. Integrated brand promotion -- Support media, event sponsorship, and branded entertainment -- Sales promotion and point-of-purchase advertising -- Direct marketing -- Public relations and corporate advertising
