Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 Advertising and Integrated Brand Promotion Eighth Edition Thomas Clayton O'Guinn Professor of Marketing Research Fellow, Center for Brand and Product Management University of Wisconsin—Madison Chris T. Allen Arthur Beerman Professor of Marketing University of Cincinnati Angeline Close Scheinbaum Associate Professor The University of Texas at Austin Stan Richards School of Advertising & Public Relations Richard J. Semenik Professor Emeritus of Marketing Montana State University Australia • Brazil • Mexico • Singapore • United Kingdom • United States Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). 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Advertising and Integrated Brand Promotion, © 2019, © 2015 Cengage Learning, Inc. Eighth Edition Unless otherwise noted, all content is © Cengage Thomas Clayton O’Guinn, ALL RIGHTS RESERVED. No part of this work covered by the copyright herein Chris T. Allen, Angeline Close Scheinbaum, may be reproduced or distributed in any form or by any means, except as Richard J. Semenik permitted by U.S. copyright law, without the prior written permission of the SVP, Higher Ed Product, Content and Market copyright owner. 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Kelley aka mudpig/Getty Images To learn more about Cengage platforms and services, visit www.cengage.com To register or access your online learning solution or purchase materials for your course, visit www.cengagebrain.com Printed in the United States of America Print Number: 01 Print Year: 2017 Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 10211_fm_ptg01_i-xxiii.indd 2 14/09/17 4:40 PM To Marilyn Thomas Clayton O'Guinn To Linda, Gillian, and Maddy, my three reasons for being. Chris Allen To my family and students. Angeline Close Scheinbaum To Molly, the best partner I could ever hope to have. To Andi, you have done so much, so well, so quickly—you inspire me. Rich Semenik Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 10211_fm_ptg01_i-xxiii.indd 3 14/09/17 4:40 PM About the Authors Thomas Clayton O’Guinn is Professor of Marketing at the University of Wisconsin– Madison. He is also Research Fellow in the Center for Brand and Product Management, also at UW–Madison. Before joining the University of Wisconsin–Madison faculty, he was on the faculty of the University of Illinois at Urbana–Champaign. He has also taught at UCLA and Duke and was a visiting professor at Georgetown University. Tom has pub- lished widely. His research is about brands and the sociology of consumption. Tom has served on many editorial and advisory boards, and his research has won several awards. n n He has assisted several major marketers with their advertising and marketing. Professor ui G o’ O’Guinn’s Ph.D. is from the University of Texas at Austin. mas o h © T Chris T. Allen is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision making and persuasive communication. Other pub- lished work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, n uin and the effects of news reporting on consumers’ attitudes. It has appeared in numer- G o’ ous journals and compilations, including Journal of Consumer Research, Journal of omas Marketing Research, Journal of Marketing, Journal of Public Policy & Marketing, Journal h © T of Business Research, Journalism Quarterly, Journal of Advertising, Harvard Business Re- view, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards of Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing and Journal of Advertising and has been a frequent reviewer for programs such as the Ferber Award and the AMA/Howard, ACR/ Sheth, and MSI dissertation competitions. He has also served as program administrator for P&G’s Marketing Innovation Research Fund, a funding source for dissertation re- search. He received his Ph.D. in marketing and consumer psychology from Ohio State. Angeline Close Scheinbaum is Associate Professor at The University of Texas at Aus- tin at the Stan Richards School of Advertising & Public Relations. Scholarship is in consumer-based branding strategy with a focus on sponsorship/event marketing and usTin social media. Her research explains how events interact with social media, informing of Texas aT a aetonvwedna tpr dsep rssopunoasdnoisrnosghrs ip,a dsth,o hele orswocel eenn totsef, rsctpaoionnnsmusomern-eter ivsm’e nepnta gccaotsgn eagmfrfeuecinttyt t ,o wawintadhr dwe evhveyen ntcsto,s n/dpsruuivmrcehersra sso emf ineaftyfe enrcettisioivsnet niversiTy Aevceandtesm oyr mof aMrkaertkinetgi negff oScritesn. Pceu, bJloiucartniaoln os fa Ared ivne rtthisei nJogu Rrnesaela orfc hA,d avnedrt iJsoiunrgn, Jaol uorfn Baul osifn tehses u he Research, among others. Other books include Consumer Behavior Knowledge for Effec- © T tive Sports and Event Marketing, Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-Tail, and The Dark Side of Social Media: A Consumer Psychology Perspective. She teaches integrated communication management, psychology of advertising, and campaigns. Service includes leadership with American Marketing Association and Academy of Marketing Science and for editorial review boards (Journal of the Academy of Marketing Science, Journal of Advertising, Cornell Hospitality Quar- terly, and Sport Marketing Quarterly). Her doctorate is from the University of Georgia’s Terry College of Business. iv Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 10211_fm_ptg01_i-xxiii.indd 4 14/09/17 4:40 PM About the Authors v Richard J. Semenik is Professor Emeritus of Marketing and former Dean of the College of Business at Montana State University–Bozeman, as well as founder and e xecutive director of the College’s Center for Entrepreneurship for the New West. B efore coming to Montana State, Rich served as head of the marketing department at the Eccles School of Business at the University of Utah and as associate dean for research. He also has cofounded two companies. He has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, nik France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije me hard J. se Usidnaivde rinsi tMeite xinic Ao mCisttye,r Mdaemxi,c toh.e H Nise trheesrelaarncdhs ,h aans da pap veiasriteidn gin s cthhoel aJoru artn A aln oafh u Aadcv eUrntiisvinerg-, © ric Journal of Consumer Research, and Journal of International Advertising. He has consulted with major corporations, advertising agencies, and e arly-stage start-up companies. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from the Ohio State University Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 10211_fm_ptg01_i-xxiii.indd 5 14/09/17 4:40 PM Brief Contents Part 1 Advertising and Integrated Brand Promotion in Business and Society 3 1 The World of Advertising and Integrated Brand Promotion 4 2 The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations 28 3 The History of Advertising and Brand Promotion 52 4 Social, Ethical, and Regulatory Aspects of Advertising and Promotion 78 Part 2 Analyzing the Environment for Advertising and Integrated Brand Promotion 105 5 Advertising, Integrated Brand Promotion, and Consumer Behavior 106 6 Market Segmentation, Positioning, and the Value Proposition 126 7 Advertising Research 142 8 Planning Advertising and Integrated Brand Promotion 164 Part 3 The Creative Process 185 9 Managing Creativity in Advertising and IBP 186 10 Creative Message Strategy 204 11 Executing the Creative 228 Part 4 The Media Process 251 12 Media Planning Essentials 252 13 Media Planning: Newspapers, Magazines, TV, and Radio 270 14 Media Planning: Advertising and IBP in Digital, Social, and Mobile Media 290 vi Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 10211_fm_ptg01_i-xxiii.indd 6 14/09/17 4:40 PM Brief Contents vii Part 5 Integrated Brand Promotion 313 15 Sales Promotion, Point-of-Purchase Advertising, and Support Media 314 16 Event Sponsorship, Product Placements, and Branded Entertainment 338 17 Integrating Direct Marketing and Personal Selling 356 18 Public Relations, Influencer Marketing, and Corporate Advertising 378 Glossary 402 Name/Brand/Company Index 415 Subject Index 419 Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 10211_fm_ptg01_i-xxiii.indd 7 14/09/17 4:40 PM viii Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203 10211_fm_ptg01_i-xxiii.indd 8 14/09/17 4:40 PM