Advertising and Promotions, International Edition: An Integrated Brand Approach, International Edition - Softcover

Allen, Chris; Semenik, Richard; O'Guinn, Thomas; Kaufmann, Hans

Softcover

ISBN 10: 0538479868 ISBN 13: 9780538479868

Verlag: Cengage Learning EMEA, 2011

Inhaltsangabe

Semenik/Allen/O'Guinn's ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, International Edition places the reader in the midst of today's fast-paced, exhilarating world of advertising demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.

Über diesen Titel

Über die Autorinnen und Autoren

Chris Allen, Ph. D., 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, 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.

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.

Hans R�diger Kaufmann completed his sponsored Ph.D. in 1997 and was a research assistant and part-time lecturer at Manchester Metropolitan University after having had extensive experience in German bank management. Later, he worked in Budapest�first as Course Director of Marketing for the Chartered Institute of Marketing and then as Assistant Professor in Marketing at the International Management Center in Budapest as well as a contractual consultant. At the University of Applied Sciences Liechtenstein, he was Academic Director of Private Banking and later Head of the Competence Centre in International Management. Since October 2006, he has been an associate professor at the University of Nicosia. He was a launching member and president (2007�2009) of the international research network on consumer behaviour, CIRCLE. He is currently Vice President of the EuroMed Research Business Institute (EMRBI). He is a member of the editorial board of various journals and an associate editor of the World Review of Entrepreneurship, Management and Sustainable Development.

Details zur Ausgabe

• Verlag: Cengage Learning EMEA
• Erscheinungsdatum: 2011
• Sprache: Englisch
• ISBN 10: 0538479868
• ISBN 13: 9780538479868
• Einband: Taschenbuch
• Auflage: 6
• Anzahl der Seiten: 752
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar