Integrated Brand Promotion Management
Author | : John H. Murphy |
Publisher | : |
Total Pages | : 602 |
Release | : 2019-09-30 |
Genre | : |
ISBN | : 9781524992835 |
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Author | : John H. Murphy |
Publisher | : |
Total Pages | : 602 |
Release | : 2019-09-30 |
Genre | : |
ISBN | : 9781524992835 |
Author | : John H. Murphy |
Publisher | : |
Total Pages | : 0 |
Release | : 2011 |
Genre | : Advertising |
ISBN | : 9780757577918 |
Integrated Brand Promotion Management: Text, Cases, and Exercises
Author | : O'guinn |
Publisher | : |
Total Pages | : 648 |
Release | : 2009 |
Genre | : Integrated Brand Promotion |
ISBN | : 9788131509128 |
Author | : Thomas C. O'Guinn |
Publisher | : South Western Educational Publishing |
Total Pages | : 726 |
Release | : 2009 |
Genre | : Advertising |
ISBN | : 9780324568677 |
This 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.
Author | : Thomas C. O'Guinn |
Publisher | : South Western Educational Publishing |
Total Pages | : 0 |
Release | : 2006 |
Genre | : Advertising |
ISBN | : 9780324289565 |
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.
Author | : George Edward Belch |
Publisher | : McGraw-Hill/Irwin |
Total Pages | : 840 |
Release | : 1995 |
Genre | : Business & Economics |
ISBN | : 9780256136968 |
Author | : Jerome M. Juska |
Publisher | : Routledge |
Total Pages | : 289 |
Release | : 2021-11-29 |
Genre | : Business & Economics |
ISBN | : 1000485684 |
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.
Author | : Dr. Chris Hackley |
Publisher | : SAGE |
Total Pages | : 273 |
Release | : 2005-01-26 |
Genre | : Business & Economics |
ISBN | : 1848600526 |
"A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting." - INTERNATIONAL JOURNAL OF ADVERTISING "Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study." - Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt "Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners." - Arthur J. Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand `personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter. It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.
Author | : Philip J. Kitchen |
Publisher | : Psychology Press |
Total Pages | : 216 |
Release | : 2004 |
Genre | : Business & Economics |
ISBN | : 9780415314206 |
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author | : THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.) |
Publisher | : |
Total Pages | : |
Release | : 2019-12-20 |
Genre | : |
ISBN | : 9781524943820 |