Instruction Manual for Advertising and Integrated Brand Promotion 8th edition by Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard Semenik ISBN 1337110213 978-1337110211

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ISBN 10: 1337110213
ISBN 13: 978-1337110211
Author: Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard Semenik 

Place yourself in the midst of today’s fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today’s world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today’s most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium.

Advertising and Integrated Brand Promotion 8th Table of contents:

Part 1. Advertising and Integrated Brand Promotion in Business and Society

Chapter 1. The World of Advertising and Integrated Brand Promotion

1-1. The New World of Advertising and Integrated Brand Promotion

1-1a. Old Media/New Digital Media—It’s All about the Brand

1-2. What Are Advertising and Integrated Brand Promotion?

1-2a. Advertising Defined

1-2b. Integrated Brand Promotion Defined

1-2c. Advertisements, Advertising Campaigns, and Integrated Brand Promotion

1-2d. A Focus on Advertising

1-3. Advertising as a Communication Process

1-3a. A Model of Mass-Mediated Communication

1-4. The Audiences for Advertising

1-4a. Audience Categories

1-4b. Audience Geography

1-5. Advertising as a Business Process

1-5a. The Role of Advertising in the Marketing Mix

1-5b. Types of Advertising

1-5c. The Economic Effects of Advertising

1-6. From Advertising to Integrated Marketing Communications to Integrated Brand Promotion

Summary

Key Terms

Chapter 2. The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

2-1. The Advertising Industry in Constant Transition

2-2. Trends Affecting the Advertising and Promotion Industry

2-2a. Consumer Control: Social Media, On-Demand Streaming, and Cutting the Cord

2-2b. Media Proliferation, Consolidation, and “Multiplatform” Media Organizations

2-2c. Media Clutter and Fragmentation Means More IBP

2-2d. Crowdsourcing

2-2e. Mobile Marketing/Mobile Media

2-3. The Scope and Structure of the Advertising and Promotion Industry

2-3a. Structure of the Advertising and Promotion Industry

2-3b. Advertisers

2-3c. The Role of the Advertiser in IBP

2-3d. Advertising and Promotion Agencies

2-3e. Agency Services

2-3f. Agency Compensation

2-3g. External Facilitators

2-3h. Media Organizations

2-3i. Target Audiences and Content Marketing

Summary

Key Terms

Chapter 3. The History of Advertising and Brand Promotion

3-1. The Rise of Advertising

3-1a. The Rise of Capitalism

3-1b. The Industrial Revolution

3-1c. The Emergence of Modern Branding

3-1d. The Rise of Modern Mass Media

3-2. The Eras of Advertising

3-2a. The Preindustrialization Era (Pre-1800)

3-2b. The Era of Industrialization (1800 to 1875)

3-2c. The “P. T. Barnum Era” (1875 to 1918)

3-2d. The 1920s (1918 to 1929)

3-2e. The Depression (1929 to 1941)

3-2f. World War II and the 1950s (1942 to 1960)

3-2g. Peace, Love, and the Creative Revolution (1960 to 1972)

3-2h. The 1970s (1973 to 1980)

3-2i. The Designer Era (1980 to 1992)

3-2j. The E-Revolution Begins (1993 to 2000)

3-3. Consumer Access, Connections, Branded Entertainment, and the Rise of Ad Blockers (2000 to Present)

3-4. Branded Entertainment

3-5. The Value of History

Summary

Key Terms

Chapter 4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion

4-1. The Social Aspects of Advertising

4-1a. Advertising Educates Consumers

4-1b. Advertising Improves the Standard of Living

4-1c. Advertising Affects Happiness and General Well-Being

4-1d. Advertising: Demeaning and Deceitful or Liberating and Artful?

4-1e. Advertising Has a Powerful Effect on the Mass Media

4-2. The Ethical Aspects of Advertising

4-2a. Truth in Advertising

4-2b. Advertising to Children

4-2c. Advertising Controversial Products

4-3. The Regulatory Aspects of Advertising

4-3a. Areas of Advertising Regulation

4-3b. Regulatory Agents

4-4. The Regulation of Other Promotional Tools

4-4a. Regulatory Issues in Direct Marketing and the Internet

4-4b. Regulatory Issues in Sales Promotion

4-4c. Regulatory Issues in Public Relations

Summary

Key Terms

Part 2. Analyzing the Environment for Advertising and Integrated Brand Promotion

Chapter 5. Advertising, Integrated Brand Promotion, and Consumer Behavior

5-1. Perspective One: The Consumer as Decision Maker

5-1a. The Consumer Decision-Making Process

5-1b. Four Modes of Consumer Decision Making

5-1c. Advertising, Consumer Behavior, and Memory

5-2. Perspective Two: The Consumer as Social Being

5-2a. Consuming in the Real World

5-2b. Cultural Branding and Advertising

5-2c. How Ads Transmit Meaning

Summary

Key Terms

Chapter 6. Market Segmentation, Positioning, and the Value Proposition

6-1. STP Marketing and Advertising

6-2. Segmenting Markets

6-2a. Usage and Commitment Level

6-2b. Switchers and Variety Seekers

6-2c. Emergent Consumers

6-2d. Demographics

6-2e. Geographic Location

6-2f. Psychographics and Lifestyle

6-2g. Benefits Sought

6-2h. Segmenting Business-to-Business Markets

6-3. Prioritizing Segments

6-4. Targeting

6-4a. Positioning and Repositioning

6-4b. Positioning Opportunity

6-4c. Essentials for Effective Positioning Strategies

6-5. Working with a Value Proposition and a Brand Platform

6-5a. Now, Making It Happen

Summary

Key Terms

Chapter 7. Advertising Research

7-1. Stage One: Developmental Advertising and IBP Research

7-1a. Design Thinking

7-1b. Concept Testing

7-1c. Audience Profiling

7-1d. Focus Groups

7-1e. Projective Techniques

7-1f. Method: Fieldwork/Long Interviews

7-2. Sources of Secondary Data

7-2a. Netnography and Big Data

7-2b. Internal Company Sources

7-2c. Government Sources

7-2d. Commercial, Industry, and Nonprofit Sources

7-3. Stage Two: Copy Research

7-3a. Evaluative Criteria and Methods

7-3b. Common Methods for Assessing Cognitive Impact

7-4. Stage Three: Results Research

7-4a. Method: Tracking Studies

7-4b. Method: Direct Response

7-4c. Method: Estimating Sales Derived from Advertising

7-4d. Method: All-in-One Single-Source Data

7-5. Account Planning versus Advertising Research

7-6. Where Is Advertising Research Going?

Summary

Key Terms

Chapter 8. Planning Advertising and Integrated Brand Promotion

8.1. The Advertising Plan and Marketing Context

8-2. Introduction

8-3. Situation Analysis

8-3a. Cultural Context

8-3b. Historical Context

8-3c. Industry Analysis

8-3d. Market Analysis

8-3e. Competitor Analysis

8-4. Objectives

8-4a. Communications versus Sales Objectives

8-5. Budgeting

8-5a. Percentage of Sales

8-5b. Share of Market/Share of Voice

8-5c. Response Models

8-5d. Objective and Task

8-5e. Implementing the Objective-and-Task Budgeting Method

8-6. Strategy

8-7. Execution

8-7a. Copy Strategy

8-7b. Media Plan

8-7c. Integrated Brand Promotion

8-8. Evaluation

The Role of the Agency in Planning Advertising and IBP

Summary

Key Terms

Part 3. The Creative Process

Chapter 9. Managing Creativity in Advertising and IBP

9-1. Why Does Advertising Thrive on Creativity?

9-2. Creativity across Domains

9-2a. Creative Genius in the Advertising Business

9-2b. Creativity in the Business World

9-2c. Can You Become Creative?

9-2d. Notes of Caution

9-3. Agencies, Clients, and the Creative Process

9-3a. Oil and Water: Conflicts and Tensions in the Creative/Management Interface

9-4. Making Beautiful Music Together: Coordination, Collaboration, and Creativity

9-4a. What We Know about Teams

9-4b. When Sparks Fly: Igniting Creativity through Teams

9-4c. Final Thoughts on Teams and Creativity

9-5. Have You Decided to Become More Creative?

Summary

Key Terms

Chapter 10. Creative Message Strategy

10-1. Message Strategy

10-2. Essential Message Objectives and Strategies

10-2a. Objective #1: Promote Brand Recall

10-2b. Objective #2: Link Key Attribute(s) to the Brand Name

10-2c. Objective #3: Persuade the Consumer

10-2d. Objective #4: Affective Association: Get the Consumer to Feel Good about the Brand

10-2e. Objective #5: Scare the Consumer into Action

10-2f. Objective #6: Change Behavior by Inducing Anxiety

10-2g. Objective #7: Define the Brand Image

10-2h. Objective #8: Give the Brand the Desired Social Meaning

10-2i. Objective #9: Leverage Social Disruption and Cultural Contradictions

10-2j. Objective #10: Transform Consumption Experiences

10-3. In the End

Summary

Key Terms

Chapter 11. Executing the Creative

11-1. The Creative Team and the Creative Brief

11-2. Copywriters and Art Directors

11-3. Copywriting

11-3a. Copywriting for Print Advertising

11-3b. Copywriting for Television and Video

11-3c. Writing Copy for Radio and Podcast Advertising

11-3d. Copywriting for Digital/Interactive Media

11-3e. Slogans/Taglines

11-3f. The Copy Approval Process

11-4. Art Direction

11-4a. Illustration, Design, And Layout

11-4b. Art Direction and Production in Digital/Interactive/Mobile Media

11-4c. Art Direction and Production in Television Advertising

11-5. The Production Process in Television Advertising

11-5a. Preproduction

Summary

Key Terms

Part 4. The Media Process

Chapter 12. Media Planning Essentials

12-1. Measured and Unmeasured Media

12-1a. Where the Money Goes: The Big Pie

12-2. The Basic Ideas and Terms

12-2a. Media Strategies, Objectives, and Data

12-2b. Continuity and the Forgetting

12-2c. Length or Size of Advertisements

12-3. Competitive Media Assessment

12-4. Media Efficiency

12-4a. Internet Media

12-5. Social Media: What Is Different

12-5a. Social Networking

12-6. Media Choice and Integrated Brand Promotions

12-6a. Branded Entertainment

12-7. Planning Models

12-8. Making the Buy & Programmatic Media Buying

Summary

Key Terms

Chapter 13. Media Planning: Newspapers, Magazines, TV, and Radio

13-1. The Present and Future of Traditional Mass Media

13-2. Print Media—Strategic Planning Considerations

13-2a. Newspapers and Digital Newspapers

13-2b. Magazines

13-3. Television and Radio: Strategic Planning Considerations

13-3a. Television

13-2b. Radio

Summary

Key Terms

Chapter 14. Media Planning: Advertising and IBP in Digital, Social, and Mobile Media

14-1. The Role of Digital, Social, and Mobile Media for IBP Synergy

14-1a. Social Media and Web 2.0

14-1b. Media Types in Social Media

14-1c. Options Via Digital or Social Media: Definitions and Categories

14-2. Consumer and Brand Virtual Identity

14-2a. Consumer Virtual Identity

14-2b. Social Media as a Brand Management Tool: Brand Image and Visibility

14-3. Basics of Digital Advertising and Online Search

14-3a. Digital Advertising Investments

14-3b. E-Search

14-4. Importance of IBP in E-Tail: Emergence of Social E-Commerce and Big Data

14-5. Advantages of Digital, Social, and Mobile Media for Implementing Advertising and IBP Campaigns, as Well as the Dark Side

14-5a. Advantages of Digital, Social, and Mobile Media

14-5b. Privacy Issues and the Dark Side of Digital, Social, and Mobile Media

14-6. Synergizing with Other IBP Tools

14-6a. Video Games and Advergaming

14-6b. Sales Promotion

14-6c. Public Relations and Publicity

14-6d. Direct Marketing and E-Commerce

14-6e. Mobile Marketing and M-Commerce

Summary

Key Terms

Part 5. Integrated Brand Promotion

Chapter 15. Sales Promotion, Point-of-Purchase Advertising, and Support Media

15-1. The Role of Sales Promotion, Point-Of-Purchase Advertising, and Support Media

15-2. Sales Promotion Defined

15-3. The Importance and Growth of Sales Promotion

15-3a. The Importance of Sales Promotion

15-3b. Growth in the Use of Sales Promotion

15-4. Sales Promotion Directed at Consumers

15-4a. Objectives for Consumer-Market Sales Promotion

15-4b. Consumer-Market Sales Promotion Techniques

15-5. Sales Promotion Directed at the Trade Channel and Business Markets

15-5a. Objectives for Promotions in the Trade Channel

15-5b. Trade-Market Sales Promotion Techniques

15-5c. Business-Market Sales Promotion Techniques

15-6. The Risks of Sales Promotion

15-6a. Creating a Price Orientation

15-6b. Borrowing from Future Sales

15-6c. Alienating Customers

15-6d. Managerial Time and Expense

15-6e. Legal Considerations

15-7. Point-Of-Purchase Advertising

15-7a. Point-of-Purchase Advertising Defined

15-7b. Objectives for Point-of-Purchase Advertising

15-7c. Types of Point-of-Purchase Advertising and Displays

15-7d. P-O-P Advertising and Mobile or Location Marketing

15-7e. P-O-P Advertising and the Trade and Business Markets

15-8. Support Media

15-8a. Outdoor Signage and Billboard Advertising

15-8b. Out-of-Home Media Advertising: Transit, Aerial, Cinema

15-8c. Directory Advertising

15-8d. Packaging

Summary

Key Terms

Chapter 16. Event Sponsorship, Product Placements, and Branded Entertainment

16-1. The Role of Event Sponsorship, Product Placements, and Branded Entertainment in IBP

16-2. Brand-Building and the Convergence of Advertising and Entertainment

16-3. Event Sponsorship: Measurement and Consumer Psychology

16-3a. Who Uses Event Sponsorship?

16-3b. Finding the Sweet Spot for Event Sponsorship

16-3c. Assessing the Benefits of Event Sponsorship

16-3d. Leveraging Event Sponsorship

16-4. Product Placements

16-4a. On Television

16-4b. At the Movies

16-4c. In Video Games

16-4d. What We Know about Product Placement

16-5. Branded Entertainment

16-5a. Where Are Product Placement and Branded Entertainment Headed?

16-5b. What’s Old Is New Again

16-6. The Coordination Challenge

Summary

Key Terms

Chapter 17. Integrating Direct Marketing and Personal Selling

17-1. The Evolution of Direct Marketing

17-1a. The Evolution of Direct Marketing

17-1b. Direct Marketing Today

17-1c. Advantages of Direct Marketing

17-2. Database Marketing

17-2a. Mailing Lists/E-Mail Lists

17-2b. List Enhancement

17-2c. The Marketing Database

17-2d. Marketing Database Applications

17-2e. The Privacy Concern

17-3. Media Applications in Direct Marketing

17-3a. Direct Mail

17-3b. Email

17-3c. Telemarketing

17-3d. Direct Response Advertising in Other Media

17-3e. Infomercials

17-4. Closing the Sale with Direct Marketing and/or Personal Selling

17-4a. The Critical Role of Personal Selling

17-4b. Customer Relationship Management

17-4c. A Case in Point

Summary

Key Terms

Chapter 18. Public Relations, Influencer Marketing, and Corporate Advertising

Public Relations

18-1a. A New Era for Public Relations?

18-1b. Objectives for Public Relations

18-1c. The Tools of Public Relations

18-1d. Basic Public Relations Strategies

18-1e. A Final Word on Public Relations

Influencer Marketing

18-2a. Professional Influencer Programs

18-2b. Peer-to-Peer Programs

Corporate Advertising

18-3a. The Scope and Objectives of Corporate Advertising

18-3b. Types of Corporate Advertising

Summary

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Tags: Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum, Richard Semenik, Integrated Brand