ISBN 9788131517383,Advertising and Promotions: An Integrated Brand Approach

Advertising and Promotions: An Integrated Brand Approach


Chris Allen


South Western



South Western

Publication Year 2012

ISBN 9788131517383

ISBN-10 8131517381


Edition 6th
Number of Pages 752 Pages
Language (English)


Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, from leading authors Semenik/Allen/O'Guinn. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. More than 500 of today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success.

A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice as the book's contents follows the same process as an actual advertising agency.

Salient Features
Cutting-edge coverage highlights todays most current topics and emerging trends.
New adcritic videos introduce students to some of todays most creative examples in advertising.
Expanded visuals and the latest ad examples bring learning to life.
A leader in brand strategy, this edition continues to be among first to introduce emerging trends.
Practical structure clearly presents fundamentals of advertising.
Integrated international coverage highlights global advertising issues.
Emphasis on ethical practices highlights those most critical in advertising today.

About the Author
Richard J. Semenik is Professor of Marketing and former Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Rich served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank,, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.

Chris Allen is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers' attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G's Marketing Innovation Research Fund--a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State.

Thomas C. O'Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.

Hans Rudiger Kaufmann completed his sponsored Ph.D. in 1997 and was a research assistant and part-time lecturer at Manchester Metropolitan University after having had extensive experience in German bank management. Later, he worked in Budapest first as Course Director of Marketing for the Chartered Institute of Marketing and then as Assistant Professor in Marketing at the International Management Center in Budapest as well as a contractual consultant. At the University of Applied Sciences Liechtenstein, he was Academic Director of Private Banking and later Head of the Competence Centre in International Management. Since October 2006, he has been an associate professor at the University of Nicosia. He was a launching member and president (20072009) of the international research network on consumer behaviour, CIRCLE. He is currently Vice President of the EuroMed Research Business Institute (EMRBI). He is a member of the editorial board of various journals and an associate editor of the World Review of Entrepreneurship, Management and Sustainable Development.

Table of Contents
1. The World of Advertising and Integrated Brand Promotion.
2. The Global Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations.
3. Regulatory, Social and Ethical Aspects of Advertising and Promotion in the Global Market.
4. The History of Advertising and Brand Promotion.
5. Advertising, Consumer Behavior, and Integrated Brand Promotion.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Research in Advertising and Promotion.
8. Planning for Advertising and Integrated Brand Promotion.
9. Managing Creativity in Advertising and Integrated Brand Promotion.
10. Creative Message Strategy.
11. Executing the Creative.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital/Interactive Media.
Project Based Activity for Part IV.
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.
Project Based Activities.
Project One.
Project Two.
Project Three.
Project Four.
Project Five.