Advertising and integrated brand promotion /
O'Guinn, Thomas C.
Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. - Third edition - xxxix, 773 pages : color illustrations ; 29 cm
Includes bibliographical references and indexes.
part one
The process : Advertising in business and society
part tow
planning : Analyzing the advertising environment
part three
preparing the message
part four
placing the message in conventional and " New Media "
part five
integrated brand promotion
This edition delivers practical, real-world information on the advertising process with hundreds of advertisements, examples, applications and a strong focus on the Internet.
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising and Integrated Brand Promotion, 3e continues the tradition of providing students with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
0324113803
Advertising.
Advertising media planning.
659.1 / O.T.A
Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. - Third edition - xxxix, 773 pages : color illustrations ; 29 cm
Includes bibliographical references and indexes.
part one
The process : Advertising in business and society
part tow
planning : Analyzing the advertising environment
part three
preparing the message
part four
placing the message in conventional and " New Media "
part five
integrated brand promotion
This edition delivers practical, real-world information on the advertising process with hundreds of advertisements, examples, applications and a strong focus on the Internet.
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising and Integrated Brand Promotion, 3e continues the tradition of providing students with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
0324113803
Advertising.
Advertising media planning.
659.1 / O.T.A