Advertising and integrated brand promotion

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Title:

Author:

O'Guinn, Thomas C., author.

ISBN:

9781337110211

Personal Author:

O'Guinn, Thomas C., author.

Edition:

Eighth edition.

Physical Description:

xxiii, 425 pages : color illustrations ; 28 cm

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.

Subject Term:

Advertising.

Advertising media planning.

Added Author:

Allen, Chris T.,

Scheinbaum, Angeline Close,

Semenik, Richard J.,

Copies:

Available:*

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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.