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Advertising and integrated brand promotion
Paperback
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- Book Synopsis
- Gain an understanding of advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O'Guinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.
- 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.
- Product Details
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- ISBN
- 9780357721407
- Format
- Paperback
- Publisher
- South-Western, (16 September 2022)
- Number of Pages
- 448
- Weight
- 1043.26 grams
- Language
- English
- Dimensions
- 20 x 215 x 274 mm
- Categories: