ADVERISING AND INTEGRATED BRAND PROMOTION SEMENIK,ALLEN,O'GUINN Księgarnia

Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.

Thomas C. O'Guinn is Professor of Advertising, Professor of Business Administration, and the Research Professor and Assistant Director of Consumer Communications Studies at the Institute of Communications Research University of Illinois at Urbana-Champaign. He received his Ph.D. in Communications and his M.A. and B.S. in Mass Communications from the University of Texas at Austin. He studies consumer behavior and its relationship to the mass media and is particularly interested in the sociological aspects of this relationship. Several behaviors, processes and effects have been investigated under this general heading, including dysfunctional and non-utilitarian forms of consumer behavior, the interaction of traditional socialization/acculturation agents with modern consumer imperatives, and the manner in which consumers construct, maintain and employ economic and consumption related normative beliefs. Representative publications authored can be found in Advances in Consumer Research, Journal of Advertising, Journal of Consumer Research, Journal of Consumer Policy, Journalism Quarterly, and Psychology and Marketing. O'Guinn has also served as a reviewer for over twenty leading scholarly journals. Most recently, Professor O'Guinn's work has examined the way in which our socialization as consumers affects relationships with some of culture's most significant and enduring creations such as the family, religion, etc., and the creation of consumer culture communities. He often employs multi-method research designs.

Chris Allen is Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. Chris' Ph.D. is from Ohio State University. His research has examined the influence of affect and emotion in decision making and persuasion, and diverse questions about effective mass communication. It has appeared in outlets such as Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journalism Quarterly, and Journal of Advertising. He is a member of the editorial boards for Journal of Marketing, Journal of Consumer Research, Journal of Advertising, and the new, Web-based, Journal of Consumer and Market Research.In recent years Chris has served as conference co-chair for the national meetings of the American Marketing Association and the Association for Consumer Research. From January through August 1997 Chris will hold the position of Scholar-In-Residence with the Corporate New Ventures Group at Proctor & Gamble. In the summer of 1997 he and his colleagues will host the American Marketing Association Doctoral Consortium. The program for the Doctoral Consortium will include Senior Managers from Proctor & Gamble discussing advertising's key role in building powerhouse brands around the world.

Richard J. Semenik has recently been appointed the Dean of the Business Department at Montana State University. Previously, he was a Professor of Marketing at the David Eccles School of Business at the University of Utah. He received his Ph.D. from Ohio State University in 1976 in Marketing with specialty areas in advertising and consumer behavior. His MBA is from Michigan State University (1971) and his BBA is from the University of Michigan (1970). Rich is now Professor of Marketing in the David Eccles School of Business. He is also the Rosenblatt Faculty Scholar-an award granted for outstanding teaching. Since 1979, Rich has taught in programs outside the United States in Germany, the Netherlands, Mexico, France and Italy. His teaching focuses on marketing strategy, advertising, and social issues in marketing. He is often invited to give speeches on the advertising process. Recent invitations have included presentations in Amsterdam, the Netherlands; Brussels, Belgium; Lisbon, Portugal; Palermo, Sicily; and Istanbul, Turkey. Rich has authored and co-authored nine other books in marketing and advertising. His university text, Principles of Marketing: A Global Perspective, has been used in 14 different countries around the world and is available in multiple international editions. His research interests include promotional strategy, global marketing strategy, cultural consumption and macro-influences on consumer decision making. He has published in the Journal of Consumer Research, Journal of Advertising, International Journal of Advertising, Journal of Business Research and Journal of Economic Psychology. Rich has served as a reviewer to the major journals in advertising and marketing. Most recently, he was a session chair at the American Academy of Advertising annual conference.

Table of Contents:

PART ONE. THE PROCESS: ADVERTISING IN BUSINESS AND SOCIETY.

1. Advertising as a Process.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The Evolution of Advertising.
4. Social, Ethical, and Regulatory Aspects of Advertising.

PART TWO. PLANNING: ANALYZING THE ADVERTISING ENVIRONMENT.

5. Advertising and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising and Promotion Research.
8. The Advertising Plan.
9. Advertising Planning: An International Perspective.

PART THREE. PREPARING THE MESSAGE.

10. Creativity and Advertising.
11. Message Strategy.
12. Copywriting.
13. Art Direction and Production.

PART FOUR. PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA.

14. Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand.
15. Media Planning: Print, Television, and Radio.
16. Media Planning: Advertising and the Internet.

PART FIVE. INTEGRATED BRAND PROMOTION.

17. Support Media, P-O-P Advertising, and Event Sponsorship.
18. Sales Promotion.
19. Direct Marketing.
20. Public Relations and Corporate Advertising.

773 pages

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