Description
Book SynopsisIntegrated Brand Promotion Management: Text, Cases, and Exercises provides the foundation for university-level courses that help students explore and understand the range of options available to brand decision-makers. Integrated Brand Promotion Management covers a wide range of decision-making areas in 17 chapters. Traditional areas included are:establishing objectivesbudgetingcreative strategydirect marketingpublic relationsclient/agency relationsethical considerationsThese areas are supplemented with a chapter discussing event sponsorship, product placements, and branded entertainment. Internet marketing, web sites, viral and social networking, as well as, experiential and guerrilla marketing are examined in an additional chapter. Using the case method of learning, students are challenged to analyze a mix of actual situations selected by their professor. Professors may select from 52 cases that include a wide range of contemporary brand marketers, such as Home Depot, the non-pr
Table of ContentsPart I Introduction
Chapter 1 The Case Method
Chapter 2 How to Develop and Deliver Effective Presentations
Chapter 3 The Marketing Context of Advertising and Promotion
Exercises
Case 3.1 Lady Bird Johnson Wildflower Center (A)
Case 3.2 Amy’s Ice Creams (A)
Case 3.3 The Home Depot: Eco Options Program
Part II Advertising Management Decision Making
Chapter 4 Advertising Research
Exercises
Case 4.1 Sports Trading Cards
Case 4.2 Amplex Consumer Products Super Ultra Bathroom Tissue
Case 4.3 Diet and Exercise Campaign Extension—North Central Region
Chapter 5 Establishing IBP Objectives
Exercises
Case 5.1 MacLeod’s Furniture Centers
Case 5.2 Don’t Mess with Texas (A)
Chapter 6 Determining the Advertising Appropriation and Budgeting
Exercises
Case 6.1 The Happy Dog Company
Case 6.2 BusinesSuites (A)
Case 6.3 The Corner Flower Market
Case 6.4 Ben’s Workshop
Chapter 7 Developing Creative Strategies
Exercises
Case 7.1 Rita’s TasteeBurger
Case 7.2 Costa Del Mar Sunglasses
Case 7.3 BusinesSuites (B)
Chapter 8 Developing Media Strategy
Exercises
Case 8.1 Hospitality Inns
Case 8.2 Healthy Dog Gourmet
Case 8.3 Henigan’s Department Stores
Part III Integrated Brand Promotion Mix
Chapter 9 Personal Selling
Exercises
Case 9.1 Mary Kay Cosmetics, Inc.
Case 9.2 The Vino, Vino! Company
Chapter 10 Sales Promotion
Exercises
Case 10.1 BusinesSuites (C)
Case 10.2 Don’t Mess with Texas (B)
Case 1 0.3 Bath- So- Nice
Case 10.4 New Chase Condominiums
Chapter 11 Direct Marketing
Exercises
Case 11.1 Lady Bird Johnson Wildflower Center (B)
Case 11.2 Bethany College
Case 11.3 Alloy.com
Chapter 12 Public Relations
Exercises
Case 12.1 Amy’s Ice Creams (B)
Case 12.2 Shawntana Development Corporation
Case 12.3 Whole Foods Markets
Case 12.4 BusinesSuites (D)
Case 12.5 Carlyle Labs, Inc. (A)
Case 12.6 The Coca-Cola Company
Case 12.7 The Wall Street Journal’s “Two Brothers” Commercial
Case 12.8 Decker, Villani & Bishop
Chapter 13 Event Sponsorships, Product Placements and Branded Entertainment
Exercises
Case 13.1 Shiner Beer
Case 13.2 And Now, a Word from Our Sponsor
Case 13.3 Bank of America Sports Sponsorship
Case 13.4 I Lost My Volvo in New Haven
Chapter 14 Internet Marketing, Web Sites, Viral, Social Networking, Experiential, and Guerrilla Marketing
Exercises
Case 14.1 “Gossip Girl” Viral Promotion
Case 14.2 Amy’s Ice Creams (C)
Case 14.3 BusinesSuites (E)
Case 14.4 Imperial Majestic Hotels
Chapter 15 Evaluating the Effectiveness of IBP Strategies
Exercises
Case 15.1 MedNet.com Confronts “Click- Through” Competition
Case 15.2 Giant Consumer Products
Case 15.3 Reliance Baking Soda
Part IV Additional Consideration Affecting IBP Programs
Chapter 16 Client/Agency Relations
Exercises
Case 16.1 Columbia Savings
Case 16.2 Carlyle Labs, Inc. (B)
Case 16.3 Gordon, Wolfberg, Miller & Friends
Chapter 17 Ethical Considerations
Exercises
Case 17.1 The Maryland State Planning Council on Developmental Disabilities
Case 17.2 Abel, Atwater and Combs Advertising and Public Relations
Case 17.3 Tropical Distributing Company
Index
