Show students how hard work and careful planning lead to strong advertising with O’Guinn/Allen/Close Scheinbaum/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. Bring advertising strategy to life with dynamic visuals and examples from today's most contemporary ads. This integrated learning experience focuses on advertising results and business success.

A leader for its emphasis on integrated brand promotion and supporting theme of synergy, this edition combines advertising fundamentals with a new unifying conceptual framework and the latest advertising trends. Coverage of social media, design thinking, and globalization exemplifies developments in today's digital society. Students examine concepts in the context of real advertising practice as content follows the process of an actual advertising agency. Comprehensive MindTap® integrates discussion of video and other medium.

Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and IBP.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The History of Advertising and Brand Promotion.
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.
Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
5. Advertising, Integrated Brand Promotion, and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising Research.
8. Planning Advertising and Integrated Brand Promotion.
Part III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
Part IV: THE MEDIA PROCESS.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media.
Part V: INTEGRATED BRAND PROMOTION.
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.

Show students how hard work and careful planning lead to strong advertising with O’Guinn/Allen/Close Scheinbaum/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. Bring advertising strategy to life with dynamic visuals and examples from today's most contemporary ads. This integrated learning experience focuses on advertising results and business success. A leader for its emphasis on integrated brand promotion and supporting theme of synergy, this edition combines advertising fundamentals with a new unifying conceptual framework and the latest advertising trends. Coverage of social media, design thinking, and globalization exemplifies developments in today's digital society. Students examine concepts in the context of real advertising practice as content follows the process of an actual advertising agency. Comprehensive MindTap® integrates discussion of video and other medium. NEW INTEGRATED BRAND PROMOTION IN ACTION FEATURE IN EACH CHAPTER ILLUSTRATES SIDE-BY-SIDE EXAMPLES OF ADVERTISING AND BRAND PROMOTION. Students learn how specific brands, such as Target, Hilton, and KitKat, actually apply chapter concepts. Insightful questions help students comprehend the importance of leveraging the power of integrated brand promotion. You can use these features and questions as discussion starters or for individual or group projects. UPDATED GLOSSARY FEATURES THE LATEST INDUSTRY TERMINOLOGY AS WELL AS TRADITIONAL KEY TERMS. Students stay current with emerging trends and developing themes while gaining an understanding of traditional terms. This edition’s glossary clarifies new terms such as ad blocker, Big Data, ethnographic research, geofencing, purpose-driven marketing, opinion leaders, trendspotting, content marketing, and click fraud. NEW IN-TEXT EXAMPLES AND ILLUSTRATIONS SUPPORT THE THEME OF SYNERGY THROUGH INTEGRATED BRAND PROMOTION. Every chapter includes a diverse array of recent real-world examples and ads, social media content, and other illustrations that reflect the experience and expertise of advertisers around the world. These carefully-chosen examples and illustrations bring advertising to life and help students understand the many creative and media choices available to advertisers in today’s global economy. A LEADER IN BRAND STRATEGY AND INTEGRATED BRAND PROMOTION, THIS BOOK ADVANCES ADVERTISING EDUCATION. The first to emphasize Integrated Brand Promotion (IBP), this innovative book leads the field as the authors highlight how advertising and promotion are developed and deployed to build brand awareness and affinity. Coverage reflects how advertising and promotion trade focuses on using promotional tools to build the brand. "Integrated Brand Promotion in Action" features contrast two different executions by a single advertiser and stimulate critical thinking about key concepts in each chapter. CUTTING-EDGE COVERAGE HIGHLIGHTS TODAY'S MOST CURRENT TOPICS AND EMERGING TRENDS. This extensively revised, updated new edition highlights the latest topics, the most contemporary issues in digital, social and mobile media, as well as emerging trends from the field. Introduce your students to the world of advertising and brand promotion as it happens today with new coverage of advertising media, design thinking, research for insights and evaluation, and other advancements. INSIGHTS ONLINE EXAMPLES OFFER PERSPECTIVES ON ADVERTISER DECISIONS AND KEY ISSUES. Straight from the headlines, these online examples take students behind the scenes to explore how and why advertisers make their decisions and how they approach important issues, such as the role of design thinking and changes in consumer behavior. PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Help your students expand their advertising knowledge with challenging, practical new project-based group projects at the end of each part. Students practice working in teams to complete assignments that highlight many of today's well known actual companies. THE LATEST AD AND BRAND PROMOTION EXAMPLES BRING LEARNING TO LIFE. A hallmark feature of this dynamic text, this edition's highly visual presentation provides a captivating backdrop that clearly exemplifies how professionals apply advertising concepts. More than 200 of the latest ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad. Classic ads and examples are also included to show how techniques and approaches have evolved over the years as society, consumer tastes, and technology change. PRACTICAL STRUCTURE CLEARLY PRESENTS FUNDAMENTALS OF ADVERTISING. In addition to setting the standard for coverage of emerging topics, this edition's strengths lie in the compelling presentation of the fundamentals of advertising, supported by the unique conceptual framework diagram. Students learn all of the steps necessary to prepare a sound advertising plan. With a presentation that follows the same process as an advertising agency, this edition's logical parts reflect how advertising and IBP materials are developed and executed in business today.