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Complete downloadable Test Bank for Advertising and Integrated Brand Promotion 4th Edition by OGuinn. INSTRUCTOR RESOURCE INFORMATION
TITLE: Advertising and Integrated Brand Promotion
RESOURCE:Test Bank
EDITION: 4th Edition
AUTHOR: OGuinn, Allen, Semenik
PUBLISHER: Cengage Learning
Table of content
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.
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.
10. Creativity, Advertising and the Brand.
11. Message Strategy.
12. Copywriting.
13. Art Direction and Production.
14. Media Strategy and Planning for Advertising and IBP.
15. Print, Television, and Radio.
16. Media Planning: Advertising on the Internet.
17. Support Media, Event Sponsorship, and Branded Entertainment.
18. Sales Promotion and Point of Purchase Advertising.
19. Direct Marketing.
20. Public Relations and Corporate Advertising.
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