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.

About the Author

Dr. Angeline Close Scheinbaum is the Dan Duncan Professor of Sports Marketing and associate professor of marketing in the Wilbur O. and Ann Powers College of Business at Clemson University. Her research interest is in the areas of online consumer behavior and sponsorship/event marketing, specifically how consumers' experiences at sponsored events influence attitudes and consumer behavior. Her research explains e-commerce behaviors and motivations as well as how to engage consumers with events, how to uncover drivers of effective sponsorships, how entertainment impacts affect events/purchase intention toward sponsors, what the role of sponsor-event congruity is and why consumers may resist events. Dr. Close Scheinbaum also researches consumers' experiences with electronic marketplaces in social media and e-commerce. She has edited three scholarly books and authored more than thirty-five peer-reviewed journal articles. They have appeared in rigorous journals such as the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research and Journal of Business Research. Her research has also been featured on CBS and in the New York Times, Washington Post, the Los Angeles Times and Forbes. Dr. Close Scheinbaum brings industry experience as a contributor to research projects for Dodge, Ford, Cingular, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Lexus, Shell, Volkswagen and the United States Tennis Association. Prior to joining Clemson, she was a tenured associate professor at The University of Texas at Austin. Her education is in both advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication and the Terry College of Business. Raised in Georgia, Dr. Close Scheinbaum has gained global experience while studying abroad in Spain and France. Dr. Thomas Clayton O’Guinn is a professor of marketing and the Irwin Maier Distinguished Chair in business. He received his Ph.D. from The University of Texas at Austin. Prior to coming to Wisconsin, he was at The University of Illinois Urbana-Champaign. Dr. O’Guinn’s research is broadly sociological. His work is often near the intersection of sociology and social psychology, or micro-sociology. Among his most notable works are several multi-method pieces, including survey data, content analysis and ethnography. His work is sociologically and theoretical substantive. The work began with studies of special groups of consumers, such as Mexican-American immigrants, then moved to those consumers who used consumption in a compulsive manner and then transitioned to how various strata were affected by television viewing in terms of their beliefs about others, or economic and consumption norms. Dr. O'Guinn co-founded (along with then doctoral student, Albert Muniz, Jr.) a research stream on consumption and brand-centered communities. More recently, Dr. O'Guinn's work explores social strata, particularly social class, as it relates to the use and value of physical space within commercial settings, and the value of objects and services delivered with them. He is also currently working on social class and consumption within new American urban neighborhoods, institutional responses by marketers to social disruption and a sociological model of brands. Richard J. Semenik, Ph. D., 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.