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Angeline Close Scheinbaum, Ph.D.

Dan Duncan Professor of Sports Marketing & Associate Professor of Marketing, Clemson University

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Lectures

Posted on June 1, 2011 by Angeline Close Scheinbaum

Advertising Management …Through the Lens of Branding

Chapter 1 The World of Advertising and Integrated Brand Promotion

Chapter 2 The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations

Chapter 3 The History of Advertising & Brand Promotion

Chapter 4 Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Chapter 5 Advertising, Integrated Brand Promotion, & Consumer Behavior

Chapter 6 Market Segmentation, Positioning, and the Value Proposition

Chapter 7 Advertising and Promotion Research

Chapter 8 Planning Advertising & Integrated Brand

Chapter 9 Managing Creativity in Advertising and Integrated Brand Promotion

Chapter 10 Creative Message Strategy

Chapter 11 Executing the Creative

Chapter 12 Media Planning Essentials

Chapter 13 Art Direction and Production

Chapter 14 Media Planning_Advertising and IBP in Digital_Interactive Media

Chapter 15 Sales Promotion, Point-of-Purchase Advertising, and Support Media

Chapter 16 Event Sponsorship, Product Placements, and Branded Entertainment (Advertainment)

Chapter 17 Integrating Direct Marketing and Personal Selling

Chapter 18 Public Relations, Influencer Marketing, and Corporate Advertising

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