Test Bank for Advertising and Integrated Brand Promotion 7th Edition by Thomas O’Guinn, Chris Allen, Richard Semenik, Angeline Close Scheinbaum ISBN 1285187814 978-1285187815

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ISBN 10: 1285187814
ISBN 13: 978-1285187815
Author: Thomas O’Guinn, Chris Allen, Richard Semenik, Angeline Close Scheinbaum 

Place yourself in the midst of today’s fast-paced exhilarating world of advertising with O’Guinn/Allen/Semenik/Close’s ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E. This powerful and practical cutting-edge text draws from the authors’ vast experiences in the boardroom and classroom to give you intriguing insights into advertising in the real world. With ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E you’ll see how good advertising is the result of hard work and careful planning. The comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with real-world applications. The book’s integrated learning experience gives you hands-on practice putting chapter concepts into action. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today’s most contemporary ads and exhibits combine with coverage of the latest practices and industry developments, including social media, design thinking, and an emphasis on globalization. The book’s focus on real advertising practice is reflected in the book’s contents that follows the same process as an advertising agency. Trust ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E to equip you with the tools, knowledge, and practice to get results in advertising and business today.

Advertising and Integrated Brand Promotion 7th Table of contents:

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

Ch 1: The World of Advertising and Integrated Brand Promotion

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

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

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

1-3: Advertising as a Communication Process

1-4: The Audiences for Advertising

1-5: Advertising as a Business Process

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

Summary

Key Terms

Endnotes

Ch 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Sup

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

2-1: The Advertising Industry in Constant Transition

2-2: Trends Affecting the Advertising and Promotion Industry

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

Summary

Key Terms

Endnotes

Ch 3: The History of Advertising and Brand Promotion

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

3-1: The Rise of Advertising

3-2: The Eras of Advertising

3-3: Consumer Access, Connections, Branded Entertainment, and the Great Recession (2000 to Present)

3-4: Branded Entertainment

3-5: The Value of History

Summary

Key Terms

Endnotes

Ch 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

4-1: The Social Aspects of Advertising

4-2: The Ethical Aspects of Advertising

4-3: The Regulatory Aspects of Advertising

4-4: The Regulation of Other Promotional Tools

Summary

Key Terms

Endnotes

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

Ch 5: Advertising, Integrated Brand Promotion, and Consumer Behavior

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

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

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

Summary

Key Terms

Endnotes

Ch 6: Market Segmentation, Positioning, and the Value Proposition

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

6-1: STP Marketing and Advertising

6-2: Segmenting Markets

6-3: Prioritizing Segments

6-4: Targeting

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

Summary

Key Terms

Endnotes

Ch 7: Advertising Research

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

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

7-2: Sources of Secondary Data

7-3: Stage Two: Copy Research

7-4: Stage Three: Results

7-5: Account Planning versus Advertising Research

7-6: One Last Thought on Message Testing

7-7: What We Need

Summary

Key Terms

Endnotes

Ch 8: Planning Advertising and Integrated Brand Promotion

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

8-1: The Advertising Plan and Marketing Context

8-2: Introduction

8-3: Situation Analysis

8-4: Objectives

8-5: Budgeting

8-6: Strategy

8-7: Execution

8-8: Evaluation

8-9: The Role of the Agency in Planning Advertising and IBP

Summary

Key Terms

Endnotes

Part 3: The Creative Process

Ch 9: Managing Creativity in Advertising and IBP

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

9-1: Why Does Advertising Thrive on Creativity?

9-2: Creativity across Domains

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

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

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

Summary

Key Terms

Endnotes

Ch 10: Creative Message Strategy

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

10-1: Message Strategy

10-2: Essential Message Objectives and Strategies

10-3: In the End

Summary

Key Terms

Endnotes

Ch 11: Executing the Creative

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

11-1 The Creative Team and the Creative Brief

11-2 Copywriters and Art Directors

11-3 Copywriting

11-4: Art Direction

11-5: The Production Process in Television Advertising

Summary

Key Terms

Endnotes

Part 4: Placing the Message in Conventional and “New” Media

Ch 12: Media Planning Essentials

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

12-1: Measured and Unmeasured Media

12-2: The Basic Ideas and Terms

12-3: Competitive Media Assessment

12-4: Media Efficiency

12-5: Social Media: What Is Different

12-6: Media Choice and Integrated Brand Promotions

12-7: Planning Models

12-8: Making the Buy

Summary

Key Terms

Endnotes

Ch 13: Media Planning: Newspapers, Magazines, TV, and Radio

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

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

13-2: Media Strategy

13-3: Print Media—Strategic Planning Considerations

13-4: Television and Radio: Strategic Planning Considerations

Summary

Key Terms

Endnotes

Ch 14: Media Planning: Advertising and IBP in Digital and Social Media

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

14-1: You’ve Been Poked—The Role of Digital and Social Media as a Synergistic IBP Tool

14-2: Consumer and Brand Virtual Identity

14-3: Basics of Digital Advertising and Online Search

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

14-5: Advantages of Digital and Social Media for Implementing Advertising and IBP Campaigns, as well

14-6: Synergizing with Other IBP Tools

Summary

Key Terms

Endnotes

Part 5: Integrated Brand Promotion

Ch 15: Sales Promotion, Point-of-Purchase Advertising, and Support Media

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

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

15-4: Sales Promotion Directed at Consumers

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

15-6: The Risks of Sales Promotion

15-7: Point-of-Purchase Advertising

15-8: Support Media

Summary

Key Terms

Endnotes

Ch 16: Event Sponsorship, Product Placements, and Branded Entertainment

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

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

16-2: The Convergence of Madison & Vine

16-3: Event Sponsorship

16-4: Product Placements

16-5: Branded Entertainment

16-6: The Coordination Challenge

Summary

Key Terms

Endnotes

Ch 17: Integrating Direct Marketing and Personal Selling

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

17-1: The Evolution of Direct Marketing

17-2: Database Marketing

17-3: Media Applications in Direct Marketing

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

Summary

Key Terms

Endnotes

Ch 18: Public Relations, Influencer Marketing, and Corporate Advertising

After Reading and Thinking about this Chapter, You Will Be Able to do the Following:

Introduction

18-1: Public Relations

18-2: Influencer Marketing

18-3: Corporate Advertising

Summary

Key Terms

Endnotes

Glossary

Name/Brand/Company Index

Subject Index

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