Advertising and Integrated Brand Promotion

Name: Advertising and Integrated Brand Promotion
Brand: Cengage Learning
SKU: 9798214052366
Price: 36733.0 INR
Availability: InStock

by Angeline Close Scheinbaum

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ISBN13: 9798214052366
Binding: Paperback
Subject: N/A
Publisher: Cengage Learning
Publisher Imprint: Cengage Learning
Publication Date: March 4, 2026
Pages: 400
Original Price: USD 339.95
Language: English
Edition: 10th Edition
Item Weight: 1044 grams
BISAC Subject(s): Advertising & Promotion

About The Book

"Advertising and Integrated Brand Promotion," 10th Edition, helps you understand how modern advertising and brand strategy work across today's marketing and business landscape. You'll explore major industry shifts like generative AI, connected and linear TV, entertainment marketing and agency consolidation integrated throughout the IBP framework, with contemporary examples from digital, mobile, experiential and entertainment-driven brand communication. The narrative emphasizes how consumer insights guide effective promotion and connects core advertising principles with current trends such as influencer marketing, streaming content and evolving agency tools. MindTap resources offer interactive activities and support to help you build real-world skills for courses and careers in business, communication, advertising and marketing.

About The Author

Close Scheinbaum, Angeline: - Dr. Angeline 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. Scheinbaum also researches consumers' experiences with electronic marketplaces in social media and e-commerce. 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.

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