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Advertising and Integrated Brand Promotion, 10th Edition

Angeline Close Scheinbaum

  • Copyright 2027
  • {{checkPublicationMessage('Published', '2026-03-04T00:00:00+0000')}}
Starting At £45.00 See pricing and ISBN options
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Advertising and Integrated Brand Promotion 10th Edition by Angeline Close Scheinbaum
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Overview

"Advertising and Integrated Brand Promotion," 10th Editon, offers an efficient, ready-to-teach package with updated coverage of the modern advertising landscape. Instructors gain a text that integrates generative AI across all IBP areas, along with fresh insights on connected TV, entertainment marketing, experiential branding and agency consolidation. The book blends scholarship with real industry practice, emphasizing consumer insights, cultural perspectives and current tools used by agencies. New examples from brands like Apple, Fenty, Coca‑Cola and Target keep concepts relatable for students. MindTap resources seamlessly integrate into LMS platforms to save faculty time and streamline course prep. Instructors adopt this book for its contemporary relevance, research grounding and complete teaching support.

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Meet the Authors

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Angeline Close Scheinbaum

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.

What's New

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  • Theory to Practice: A clear framework links theory to practice in every chapter, helping instructors teach concepts that translate directly into real advertising scenarios.
  • AI Education: Generative AI is woven into every unit, showing students how emerging tools reshape campaign strategy, creativity and measurement.
  • Real-world examples: Contemporary, diverse brands make concepts relatable and relevant, helping students see how today’s companies execute effective IBP.
  • In-Depth Case Studies: Expanded cases include metrics and evaluation, giving students hands-on exposure to how campaigns are assessed in real industry settings.
  • Comprehensive Content: The text goes beyond advertising, offering guidance across sales promotion, brand strategy and integrated communications management.

Features

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  • Proven, Research‑Driven Approach: A trusted, highly rated text refined over decades, grounded in marketing and IMC insights helps students apply concepts across professional paths.
  • Broad, Integrated Focus: A brand‑integration approach fits business, communication and advertising programs, balancing creativity, strategy and planning.
  • Flexible for Any Course Level: The text is designed for introductory to advanced courses in advertising, IMC, brand strategy and promotions with depth and clarity.

Table of Contents

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Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and IBP.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The History of Advertising and Brand Promotion.
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.
Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
5. Advertising, Integrated Brand Promotion, and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising Research.
8. Planning Advertising and Integrated Brand Promotion.
Part III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
Part IV: THE MEDIA PROCESS.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media.
Part V: INTEGRATED BRAND PROMOTION.
15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.
16. Event Sponsorship, Product Placements, and Branded Entertainment.
17. Integrating Direct Marketing and Personal Selling.
18. Public Relations, Influencer Marketing, and Corporate Advertising.

Compare Buying Options

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MindTap Options

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MindTap
Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 8214052475
  • ISBN-13: 9798214052472
  • RETAIL £45.00
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Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 8214052432
  • ISBN-13: 9798214052434
  • RETAIL £51.50

  • ISBN-10: 821405236X
  • ISBN-13: 9798214052366
  • RETAIL £188.00
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Supplements

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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR STUDENTS

International MindTap Instant Access for Close-Scheinbaum/O'Guinn/Semenik's Advertising and Integrated Brand Promotion

ISBN: 9798214052472
MindTap is an online learning platform that serves as a companion to your Cengage textbook. It offers powerful tools for quizzes and tests, grading and performance analytics, making it easier for you to track progress, identify learning gaps and support every student. With it, students get full access to their eBooks, along with a wide range of supplemental materials, including practice activities and study support to help them build confidence, master course concepts and build real-world skills. Use MindTap for Scheinbaum's "Advertising and Integrated Brand Promotion" as-is, or personalize it to meet your specific course needs. You can also integrate MindTap into your existing Learning Management System (LMS), keeping everything you need in one place. All online text media materials accessible through this access code are available in EMEA, Latin America, Asia and India only.