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Advertising and integrated brand promotion / 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 (Assistant Professor, University of Texas at Austin, Texas Advertising and Public Relations), Richard J. Semenik (Professor Emeritus of Marketing, Montana State University).

By: Contributor(s): Copyright date: Boston, MA, USA : Cengage, c2019Edition: Eighth editionDescription: xxiii, 425 pages : color illustrations ; 28 cmContent type:
  • text, text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1337110213
  • 9781337110211
Subject(s): DDC classification:
  • 659.1 .Og35 2019
LOC classification:
  • HF5821 .O34 2019
Contents:
Advertising and integretrated brand promotion in business and society -- Analyzing the environment for advertising and integrated brand promotion -- The creative process -- The media process -- Integrated brand promotion.
Summary: "Place yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium." --Amazon website
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Print Materials Main Library General Circulation Non-fiction 659.1 .Og35 2019 (Browse shelf(Opens below)) Available 0122562

Includes bibliographical references and index.

Advertising and integretrated brand promotion in business and society -- Analyzing the environment for advertising and integrated brand promotion -- The creative process -- The media process -- Integrated brand promotion.

"Place yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium." --Amazon website

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