Advertising and Integrated Brand Promotion : 9th edition - Angeline Close Scheinbaum

Advertising and Integrated Brand Promotion

9th edition

By: Angeline Close Scheinbaum, Thomas O'Guinn, Richard J. Semenik

Paperback | 17 August 2022 | Edition Number 9

At a Glance

Paperback


RRP $164.95

$129.95

21%OFF

or 4 interest-free payments of $32.49 with

 or 
In Stock and Aims to ship in 1-2 business days

When will this arrive by?

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 Authors

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.

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.

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.

More in Accounting, Business & Finance Higher Education Textbooks

Financial Accounting : 9th Edition - Craig Deegan

RRP $155.95

$143.75

Communications Toolkit : 5th edition - Jane Grellier

RRP $84.95

$74.25

13%
OFF
Influence, New and Expanded : The Psychology of Persuasion - Robert B. Cialdini
Exploring Management : 1st Asia-Pacific Edition - John R. Schermerhorn Jr.

RRP $158.95

$136.50

14%
OFF
Getting To Yes : Negotiating An Agreement Without Giving In - Roger Fisher
Thinking, Fast and Slow - Daniel Kahneman

RRP $26.99

$19.95

26%
OFF
Corporate Finance, Global Edition : 6th Edition - Jonathan Berk

RRP $181.95

$139.80

23%
OFF
Project Management in Practice : 3rd Edition - Neil Pearson

RRP $113.95

$107.80

Thinking in Systems : A Primer - Donella Meadows

RRP $37.90

$37.25

Management Accounting : 9th Edition - Kim Langfield-Smith

RRP $164.95

$151.25

Quantitative Methods for Business (Custom Edition) : 3rd Edition - Mark Berenson
Business Law : 6th Edition - Nickolas James

RRP $169.95

$144.90

15%
OFF
Fundamentals of Corporate Finance : 8th Edition - Stephen A. Ross, Rowan Trayler, Charles Koh
Communication Management and Beyond (Custom Edition) : 3rd edition - Michael Kaye
Financial Accounting : 12th Edition - John Hoggett

RRP $142.95

$123.95

13%
OFF
Financial Reporting : 4th Edition - Janice Loftus

RRP $159.95

$137.25

14%
OFF