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Test Bank For Advertising and Integrated Brand Promotion 9th Edition Angeline Close Scheinbaum

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  • Publisher ‏ : ‎ Cengage Learning; 9th edition 
  • Language ‏ : ‎ English
  • ISBN-10 ‏ : ‎ 0357721403
  • ISBN-13 ‏ : ‎ 978-0357721407

Original price was: $164.00.Current price is: $45.00.

SKU:88800001090148

Test Bank For Advertising and Integrated Brand Promotion 9th Edition Angeline Close Scheinbaum

Table of Contents

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.

Features

  • UNIQUE FOCUS KEEPS CONTENT RELEVANT FOR BUSINESS, COMMUNICATION OR ADVERTISING SCHOOLS. As this edition emphasizes brand integration and all aspects of the marketing toolkit, the authors apply their diverse professional experiences to clearly demonstrate how content applies to communication, advertising and business. Updates focus on the significance of content in all areas, while addressing the creative aspect of advertising, the strategy aspect and account planning.
  • FLEXIBLE CONTENT IS IDEAL FOR INTRODUCTORY TO UPPER-LEVEL COURSES. This edition provides timely insights and a depth of content that fits a variety of course requirements, from introduction to advertising or marketing principles courses to upper-level classes in advertising strategy, Integrated marketing communications, brand strategy or promotions.
  • CONTENT IS PRESENTED WITHIN A LARGER MARKETING AND BUSINESS CONTEXT. The authors focus on critical aspects of advertising as part of the larger field of marketing and integrated marketing communications. With this perspective students are able to personalize the information and explore applications for their individual professional needs.
  • UPDATES AND REVISIONS REFLECT TOP SCHOLARSHIP FROM LEADING JOURNALS. This edition identifies theories, trends and insights in the field supported by reliable research in publications such as the Journal of Marketing, Journal of Advertising, Journal of Advertising Research and the Journal of Consumer Research as well as modern practitioner outlets.
  • TIME-SAVING INSTRUCTOR RESOURCES HELP CREATE A POWERFUL COURSE WITH REDUCED PREPARATION TIME. Proven and updated MindTap digital resources, PowerPoint® slides, test banks and a helpful instructor manual make this course as simple as “plug-and-play,” which is ideal for instructors who need to reduce class preparation time because of research demands. You can also easily customize and adapt all pre-developed course content to your specific class or student needs.
  • NUMEROUS, EXTENSIVE BRAND EXAMPLES DEMONSTRATE CONCEPTS FROM THIS EDITION AT WORK IN THE REAL WORLD. This edition provides 18 timely and engaging “Integrated Brand Promotion in Action” examples that clearly illustrate how top brands are implementing the key strategies presented throughout this edition. Students see the details of success and potential challenges in these meaningful examples.
  • POPULAR APPROACH PROVIDES WINNING CONTENT BASED ON TWO DECADES OF POSITIVE REVIEWS FROM STUDENTS AND INSTRUCTORS. The authors have created an appealing, relevant approach that has improved upon more than two decades of established success. This edition continues to receive rave reviews from faculty and students. As a result, you can trust that this edition provides meaningful content that your students will enjoy, appreciate and rate highly in evaluations.
  • BALANCED PERSPECTIVE TAKES HONEST, OBJECTIVE LOOK AT THE POSITIVES AND NEGATIVES IN ADVERTISING BRAND PROMOTION TODAY. The author team applies their extensive professional experience to present a balanced perspective throughout this edition. Updates provide both positive and more critical examinations of the current fields of marketing and advertising, giving readers an accurate, objective understanding of the challenges and opportunities for success.
  • CONTENT OFFERS FIRM FOUNDATIONS IN BOTH PSYCHOLOGY AND SOCIOLOGY FOR WELL BALANCED PRESENTATION. The authors have carefully established content with foundations in psychology, using a cognitive lens, as well as sociology, using a cultural lens. While many similar books focus on one or the other, this edition introduces both the cultural knowledge and skills useful in marketing and well as the cognitive responses to advertising and branding.

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