Advertising and Integrated Brand Promotion （10TH）

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Advertising and Integrated Brand Promotion （10TH）

Close Scheinbaum, Angeline

ウェブストア価格 ¥78,266（本体¥71,151）
South-Western College Publishing（2026/03発売）
外貨定価 US$ 339.95
ポイント 711pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 400 p.
言語 ENG
商品コード 9798214052366

Full Description

"Advertising and Integrated Brand Promotion," 10th Edition, helps you understand how modern advertising and brand strategy work across today's marketing and business landscape. You'll explore major industry shifts like generative AI, connected and linear TV, entertainment marketing and agency consolidation integrated throughout the IBP framework, with contemporary examples from digital, mobile, experiential and entertainment-driven brand communication. The narrative emphasizes how consumer insights guide effective promotion and connects core advertising principles with current trends such as influencer marketing, streaming content and evolving agency tools. MindTap resources offer interactive activities and support to help you build real-world skills for courses and careers in business, communication, advertising and marketing.

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.