Business Communication Today or Advertising and Integrated Brand Promotion

Business Communication Today

Author: John V Thill

A book that addresses the need for skills-building in today's competitive business environment, Business Communication Today has been completely revised and reworked to provide the most cutting-edge information available on the market. Combining a solid foundation of communication fundamentals with practical advice and insights, readers will be effectively prepared for the challenges they'll face when entering the job market. Thorough coverage and thoughtful integration of business communication technology sets this book apart from the competition. Every essential technology is covered, successfully demonstrating the importance of business etiquette, teamwork, proper short communication (memos, email, instant messaging, etc.), and effective business reports and proposals. An especially useful tool for those entering the job market, this book is also a must-read for corporate trainers, office managers, and others that need to utilize effective communications on a day-to-day basis.

Booknews

For this seventh edition of a text for undergraduates, material has been reorganized to incorporate a three-step process for solving communication problems. Coverage of communication issues in teams has been expanded, and there are new chapters on writing for the Web, communicating through the Internet and other technologies, and enhancing presentations with electronic visual aids. Learning features include boxes on technology applications, ethics, and communication across cultures, documents for students to critique, cases, margin notes, and test questions. The author teaches business communication at Grossmont College. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Go to: Exiting Nirvana or The Body Sculpting Bible for Abs

Advertising and Integrated Brand Promotion

Author: Thomas OGuinn

Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.

Booknews

This introductory textbook looks at the role of advertising in business and society, focuses on the various components of an advertising effort, and offers a framework for integrating them into a brand promotion campaign. Major sections discuss the analysis of the advertising environment, preparing the message, and placing ads in conventional and new media. Case studies illustrate the varies stages of campaign development. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

	Preface	vi
	Acknowledgments	xxii
Part 1	The Process: Advertising in Business and Society	2
1	Advertising as a Process	4
2	The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations	42
3	The Evolution of Advertising	74
4	Social, Ethical, and Regulatory Aspects of Advertising	114
Integrated Brand Promotion Part I	From Principles to Practice: An Integrated Brand Promotion Case	148
Part 2	Planning: Analyzing the Advertising Environment	158
5	Advertising and Consumer Behavior	160
6	Market Segmentation, Positioning, and the Value Proposition	208
7	Advertising and Promotion Research	240
8	The Advertising Plan	270
9	Advertising Planning: An International Perspective	298
Integrated Brand Promotion Part 2	From Principles to Practice: Planning Advertising and IBP	326
Part 3	Preparing the Message	336
10	Creativity and Advertising	338
11	Message Strategy	362
12	Copywriting	400
13	Art Direction and Production	434
Integrated Brand Promotion Part 3	From Principles to Practice: Preparing Advertising and IBP	476
Part 4	Placing the Message in Conventional and "New" Media	484
14	Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand	486
15	Media Planning: Print, Television, and Radio	522
16	Media Planning: Advertising and the Internet	558
Integrated Brand Promotion Part 4	From Principles to Practice: Cincinnati Bell Wireless: The Launch Campaign	596
Part 5	Integrated Brand Promotion	604
17	Support Media, P-O-P Advertising, and Event Sponsorship	606
18	Sales Promotion	634
19	Direct Marketing	668
20	Public Relations and Corporate Advertising	694
Integrated Brand Promotion Part 5	From Principles to Practice: Sustaining and Growing the Brand after Launch	718
	Glossary	727
	Name/Brand/Company Index	741
	Subject Index	750
	Credits	766