Nelson Higher Education

Higher Education

Advertising and Integrated Brand Promotion, 7th Edition

  • includes CourseMate with Ad Age Printed Access Card
  • Thomas O'Guinn
  • Chris Allen
  • Richard J. Semenik
  • Angeline Close Scheinbaum
  • ISBN-10: 1285187814
  • ISBN-13: 9781285187815
  • 432 Pages | Paperback
  • COPYRIGHT: 2015 Published
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About the Product

Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E from leading authors O'Guinn/Allen/Semenik/Close. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice – as the book's content follows the same process as an actual advertising agency.


  • CUTTING-EDGE COVERAGE HIGHLIGHTS TODAY'S MOST CURRENT TOPICS AND EMERGING TRENDS. This extensively revised, updated new edition highlights the latest topics, the most contemporary social media issues, and emerging trends from the field. Introduce your students to the world of advertising as it happens today with new coverage of advertising media, design thinking, exhibits that highlight the latest advertising examples, and other advancements.

  • PROJECT-BASED ACTIVITIES PROVIDE PRACTICAL, REAL EXPERIENCE WORKING IN GROUPS. Now you can expand your advertising knowledge with challenging, practical new project-based group projects at the end of each part. You practice working in teams to complete assignments that highlight many of today's well known actual companies.

  • EXPANDED VISUALS AND THE LATEST AD EXAMPLES BRING LEARNING TO LIFE. A hallmark feature of this dynamic text, this edition's highly visual presentation provides a captivating backdrop that clearly exemplifies how advertising concepts are applied. More than 250 captivating ads and exhibits are highlighted within a magazine-style presentation that further enhances the visual impact of each ad.

  • A LEADER IN BRAND STRATEGY, THIS EDITION CONTINUES TO BE AMONG FIRST TO INTRODUCE EMERGING TRENDS. The first to emphasize Integrated Brand Promotion (IBP), this innovative text continues to lead the field -- highlighting how advertising and promotion are developed and deployed to build brand awareness and affinity. This new edition reflects how today's entire advertising and promotion trade focuses on using promotional tools to build the brand. Brand Promotion integrated throughout each chapter emphasizes the importance of building brand awareness in advertising.

  • PRACTICAL STRUCTURE CLEARLY PRESENTS FUNDAMENTALS OF ADVERTISING. In addition to setting the standard for coverage of emerging topics, such as social media, this edition's strengths lie in the authors' compelling presentation of the fundamentals of advertising. Students learn all of the key issues necessary to prepare a sound advertising plan. With a presentation that follows the same process as an advertising agency, this edition's logical parts reflect how advertising and IBP are developed and executed in business today.

  • INTEGRATED INTERNATIONAL COVERAGE HIGHLIGHTS GLOBAL ADVERTISING ISSUES. Drawing recent examples straight from today's global marketplace, this edition provides real world insights as the authors apply their international experience to the numerous global challenges facing advertisers. This edition frequently features international topics throughout the text that reflect the continuing impact of globalization on business today.

  • EMPHASIS ON ETHICAL PRACTICES HIGHLIGHTS THOSE MOST CRITICAL IN ADVERTISING TODAY. Today's headlines emphasize the need for stronger ethics in business. Solid ethical practices must guide business decisions, especially in advertising, where ethical challenges can abound.

  • ROBUST INSTRUCTOR RESOURCES REDUCE PREPARATION TIME WHILE ENERGIZING EACH CLASS. This new edition continues to offer a superior set of instructor tools prepared by text author, Richard Semenik, to ensure a seamless presentation. A revised, updated Instructor's Manual provides comprehensive lecture outlines and notes, exercise solutions, and a sample syllabus. Most resources are available in electronic format on the IRCD or text website, including a comprehensive test bank, Cognero testing software, and PowerPoint® slides.


"I think it's a great use of resources for the students for a variety of reasons. First, students can see more and learn more by looking at ads and videos online, rather than just in print. Second, Ad Age provides a lot of up-to-date information about advertising that would be out dated by the time it was printed in a textbook. Lastly, it seems hard for student's today to sit and read a textbook and get a lot from it. They need activity. By being able to go online, while reading the textbook, it makes learning material more active and effective for them."
— Jeff Kallem, Des Moines Area Community College

About the Author

Thomas O'Guinn

Thomas C. O'Guinn, Ph. D., is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Dr. O’Guinn has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.

Chris Allen

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

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,, 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.

Angeline Close Scheinbaum

Angeline Close Scheinbaum teaches in the Department of Advertising and Public Relations in the College of Communication at the University of Texas at Austin. Her main research interest is in the area of event marketing--namely, how consumers' experiences at sponsored events influence attitudes and consumer behavior. Her research explains how to engage consumers with events, how to uncover drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, what the role of sponsor-event congruity is, and why consumers may resist events. Professor Close Scheinbaum also researches consumers' experiences with electronic marketplaces–online experiences and how they interplay with on-ground events. She has contributed over a dozen peer-reviewed research publications and book chapters. They have appeared in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others. This research has been featured on CBS and in the New York Times, the Los Angeles Times, New Scientist, the St. Petersburg Times, and the Las Vegas Review-Journal. Close Scheinbaum also brings experience as a marketing research consultant, and she has contributed research projects for Hallmark, Coca-Cola, Dodge, Ford, Cingular, New Media Institute, Harvey's Grocery, United Community Bank, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Red Rock Country Club, Lexus, and Shell. Prior to joining the University of Texas, she served the University of Nevada, Las Vegas's business faculty for five years. Prior to that, she studied advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication and the Terry College of Business. Close Scheinbaum also has gained global experience while studying abroad in Madrid, Spain, and Avignon, France.

Table of Contents

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.
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.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital & Social Media.
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.

New to this edition

  • NEW ONLINE COMPANION. A new fully integrated online companion to the printed book provides previously undeliverable access to television advertising and up-to-date data related to advertising. In addition to the content, the authors have woven in commentary on how the practice of advertising relates to the concepts in the chapter. Finally, integrated exercises and assessments provide students with feedback on how well they understand the material, and faculty with insights into how well their students are progressing in the course.
  • New Chapter 14 Media Planning: Advertising and IBP in Digital & Social Media – highlights all of the new trends in Advertising and IBP through social media. Also the basics of e-commerce and how it relates to IBP are discussed. New information about social media and implementing advertising and IBP campaigns in the digital world are explored.
  • NEW – CengageNow is available for Advertising and Integrated Brand Promotion. CENGAGENOW™ Course Management System offers time-saving online teaching and learning resources. Organized around the essential activities in your course - lecturing, creating assignments, grading, quizzing, and tracking student progress - this robust online course management system gives you the more control in less time and delivers better student outcomes. A Personalized Study diagnostic tool empowers students to master concepts, prepare for exams, and become more involved in class.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

MindTap Marketing, 1 term (6 months) Instant Access for O'Guinn/Allen/Semenik/Close's Advertising and Integrated Brand Promotion  (ISBN-10: 1285778413 | ISBN-13: 9781285778419)

MindTap for Advertising and Integrated Brand Promotion 7e is a personalized, fully online digital learning platform of authoritative Cengage Learning content, assignments, and services that engages your students with interactivity while also offering you choice in the configuration of coursework and enhancement of the curriculum with complimentary web-apps known as MindApps. MindApps range from ReadSpeaker (which reads the text out-loud to students), to Kaltura (allowing you to insert inline video and audio into your curriculum) to ConnectYard (allowing you to create digital "yards" through social media –all without "friending" your students). MINDTAP FOR Advertising and Integrated Brand Promotion 7e is well beyond an eBook, a homework solution or digital supplement, a resource center website, a course delivery platform or a Learning Management System. It is the first in a new category--the Personal Learning Experience.

LMS Integrated for MindTap Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1285848063 | ISBN-13: 9781285848068)

This access code will provide your students with seamless access to their MindTap Marketing resources from within your campus Learning Management System. Students will be prompted to enter this access code the first time that they click on a link in your course that includes Cengage content.

Student Supplements

CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1305104412 | ISBN-13: 9781305104419)

Attention CourseMate user: Cengage support for existing users of CourseMate will end of 8/1/2020.

MindTap Marketing, 1 term (6 months) Instant Access for O'Guinn/Allen/Semenik/Close's Advertising and Integrated Brand Promotion  (ISBN-10: 1285778413 | ISBN-13: 9781285778419)

MindTap Marketing for O'Guinn/Allen/Semenik/Close's Advertising and Integrated Brand Promotion, 7th Edition provides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. MindTap Marketing will help you learn to think like a marketer, as well as apply concepts to the real world. It follows a path to obtain these results through various learning activities: 1) Interactive chapter readings with embedded videos introduce concepts and provide context and depth; 2) Assignment activities provide an opportunity for you to apply concepts and demonstrate understanding; and 3) Chapter quizzes allow you to check your comprehension of course material and prepare for exams. With these activities as well as an array of tools and apps -- from note taking to flashcards -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.

LMS Integrated for MindTap Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1285848063 | ISBN-13: 9781285848068)

This access code will provide you with seamless access to your MindTap Marketing resources from within your campus Learning Management System. You will be prompted to enter this access code the first time that you click on a link in your course that includes Cengage content.