Description
Test Bank for Advertising and Integrated Brand Promotion 9th Edition Scheinbaum
Test Bank for Advertising and Integrated Brand Promotion, 9th Edition, Angeline Close Scheinbaum, Thomas O’Guinn, Richard J. Semenik, ISBN-10: 0357721403, ISBN-13: 9780357721407
Table of Contents
PART 1. ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY
Chapter 1. The World of Advertising and Integrated Brand Promotion
Chapter 2. The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations
Chapter 3. The History of Advertising and Brand Promotion
Chapter 4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion
PART 2. ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION
Chapter 5. Advertising, Integrated Brand Promotion, and Consumer Behavior
Chapter 6. Market Segmentation, Positioning, and the Value Proposition
Chapter 7. Advertising Research
Chapter 8. Planning Advertising and Integrated Brand Promotion
PART 3. THE CREATIVE PROCESS
Chapter 9. Managing Creativity in Advertising and IBP
Chapter 10. Creative Message Strategy
Chapter 11. Executing the Creative
PART 4. THE MEDIA PROCESS
Chapter 12. Media Planning Essentials
Chapter 13. Media Planning: Newspapers, Magazines, TV, and Radio
Chapter 14. Media Planning: Advertising and IBP in Digital, Social, and Mobile Media
PART 5. INTEGRATED BRAND PROMOTION
Chapter 15. Sales Promotion, Point-of-Purchase Advertising, and Support Media
Chapter 16. Event Sponsorship, Product Placements, and Branded Entertainment
Chapter 17. Integrating Direct Marketing and Personal Selling
Chapter 18. Public Relations, Influencer Marketing, and Corporate Advertising
