Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik.

By:

O'Guinn, Thomas C [author]

Contributor(s):

Material type: Text

TextPublisher: Mason, Ohio : Thomson/South-Western, c2003Edition: Third editionDescription: xxxix, 773 pages : color illustrations ; 29 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0324113803

Subject(s):

DDC classification:

659.1 21 O.T.A

Contents:

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

Summary: This edition delivers practical, real-world information on the advertising process with hundreds of advertisements, examples, applications and a strong focus on the Internet. Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Main library B8	Commerce and business administration ( Marketing )	659.1 O.T.A (Browse shelf(Opens below))	Available		00001340

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.

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