Good advertising is the result of hard work and careful planning. The exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e, International Edition illustrates how to most effectively accomplish this and get the best results. More visual than ever, the thoroughly revised fifth edition provides an innovative, integrated learning experience for your students. It continues the O'Guinn, Allen, and Semenik tradition of providing a solid understanding of advertising strategy through a clearly written text, coupled with more than 500 of the most contemporary ads and exhibits. A leader in its emphasis on integrated brand promotion, it combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the hottest topics and latest trends. Packed with practical applications and insight, the book presents concepts in the context of real advertising practice-- beginning with the table of contents, which follows the same process as an advertising agency. Adding to its robust instructor's resources, the fifth edition includes a new media-rich PowerPoint® presentation with embedded video. Students also will be enthralled and inspired by the award-winning Clios DVD.

Features

Leader in Brand Strategy: The first to emphasize Integrated Brand Promotion (IBP), ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e, International Edition continues to lead the field, highlighting how advertising and promotion are developed and deployed to build brand awareness and affinity. The entire advertising and promotion trade is focused on using promotional tools to build the brand, and the fifth edition reflects that emphasis. It integrates IBP throughout each chapter to emphasize the importance of building brand awareness in advertising.

Practical Structure: While setting the standard for coverage of new media topics, the text''s strength lies in its compelling presentation of the fundamentals of advertising, which includes all the key issues involved in preparing a sound advertising plan. Following the same process as an advertising agency, the book is structured into logical parts that reflect the way advertising and IBP are developed and executed in practice: The Process, The Planning, The Preparation, and The Placement--the 4 P''s of advertising.

International Integration: Drawing examples straight from today''s global marketplace, the text provides an insightful, real-world look at the numerous challenges advertisers face internationally. International issues are among the most frequently featured topics in the text and receive dedicated coverage in the Globalization boxes found in most chapters, reflecting the continuing change in business through globalization.

Ethical Emphasis: Headlines cry out the need for stronger ethics in business. Ask the typical collegian his thoughts on pirating music and it may seem good ethics aren''t bred but must be taught. It is paramount that business decisions are guided by ethical practices--especially in advertising, which can be a particularly slippery slope. Insightful--not preachy--Ethics boxes spark lively classroom discussion and debate as they challenge readers to shape up their own ethical values while offering insight into ethical business practices that will serve students well throughout their careers.

Robust Resources: The fifth edition continues to offer a superior set of tools for the instructor. Prepared by text author Rich Semenik, the thoroughly revised and updated instructor''s manual includes comprehensive lecture outlines with notes, answers for all exercises, lecture notes for all ads, suggested answers to questions included in the PowerPoint® presentation, and a sample syllabus. It is available in an electronic format on the IRCD and the text website, along with a comprehensive test bank, ExamView Testing Software, Media-Rich PowerPoint®, and the 2007 Clios DVD with instructor''s guide.

Thomas O'Guinn

Thomas C. O'Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.


Chris Allen

Chris Allen is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers' attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G's Marketing Innovation Research Fund--a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State.


Richard J. Semenik

Richard J. Semenik is Professor of Marketing and former Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College's Center for Entrepreneurship for the New West. Before coming to Montana State, Rich served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, Printingforless.com, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University.

PART ONE: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and Integrated Brand Promotion.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The Evolution of Promoting and Advertising Brands.
4. Social, Ethical, and Regulatory Aspects of Advertising.

PART TWO: THE PLANNING: ANALYZING THE ADVERTISING AND INTEGRATED BRAND PROMOTION ENVIRONMENT.
5. Advertising, Integrated Brand Promotion, and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising and Promotion Research.
8. Planning Advertising and Integrated Brand Promotion.
9. Advertising Planning: An International Perspective.

PART THREE: PREPARING THE MESSAGE.
10. Creativity, Advertising, and the Brand.
11. Message Strategy.
12. Copywriting.
13. Art Direction and Production.

PART FOUR: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA.
14. Media Strategy and Planning for Advertising and IBP.
15. Media Planning: Print, Television, and Radio.
16. Media Planning: Advertising and IBP on the Internet.

PART FIVE: INTEGRATED BRAND PROMOTION.
17. Out-of-Home Media, P-O-P Advertising, and Sales Promotion.
18. Event Sponsorship, Product Placements, and Branded Entertainment.
19. Direct Marketing.
20. Public Relations, Influencer Marketing, and Corporate Advertising.
Glossary.
Name/Brand/Company Index.
Subject Index.
Credits.