Advertising and Integrated Brand Promotion , 9th Edition Angeline Close Scheinbaum – TESTBANK

Test BANK For Advertising and Integrated Brand Promotion , 9th Edition Angeline Close Scheinbaum

1. ISBN-10

   0357721403
2. ISBN-13

   978-0357721407

3. Discover the world of advertising and brand strategy through an integrated marketing and business lens with Close Scheinbaum/O’Guinn/Semenik’s acclaimed “Advertising and Integrated Brand Promotion, 9E.” This edition is updated to reflect the latest industry trends, including the impact of the COVID-19 pandemic on consumer behavior and the rise of e-commerce, influencer marketing, celebrity endorsements, and streaming content.

   Through engaging examples from renowned brands such as Target, Chanel, Amazon, and Netflix, among others, you’ll gain insight into contemporary advertising and branding practices. The text immerses you in the processes of an advertising agency, allowing you to apply theoretical concepts to real-world scenarios. Whether you’re studying business, marketing communication, or advertising, the comprehensive content remains relevant and practical.

   Enhance your learning experience with MindTap digital resources, which provide additional support and reinforce key concepts. Dive into the dynamic world of advertising and brand promotion, and gain the skills needed to thrive in today’s digital and mobile-driven marketplace.

   About the Author

   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. 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. Close Scheinbaum also researches consumers’ experiences with electronic marketplaces in social media and e-commerce. She has edited three scholarly books and authored more than thirty-five peer-reviewed journal articles. They have appeared in rigorous journals such as the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research and Journal of Business Research. Her research has also been featured on CBS and in the New York Times, Washington Post, the Los Angeles Times and Forbes. 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. Raised in Georgia, Dr. Close Scheinbaum has gained global experience while studying abroad in Spain and France.