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20201208093000.0 |
| 008 |
100725s2009 ohu eng |
| 020 |
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|a 0324568622
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| 020 |
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|a 9780324568622
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| 090 |
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|a HF5821
|b .O39 2009
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|a O'Guinn, Thomas C. ,
|e author
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| 245 |
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|a Advertising and integrated brand promotion
|c Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik
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| 250 |
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|a 5th ed
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| 260 |
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|a Mason, Ohio :
|b South-Western ,
|c c2009
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| 300 |
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|a xlii, 726 p. :
|b chiefly col. ;
|c 29 cm.
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
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|a 1. The world of advertising and integrated brand promotion -- 2. The structure of the advertising industry: advertisers ,agencies, media companies, and support organizations -- 3. The evolution of promoting and advertising brands -- 4. Social, ethical, and regulatory aspects of advertising and promotion -- 5. Advertising, integrated brand promotion, and consumer behavior -- 6. Market segmentation, positioning, and the value proposition -- 7. Advertising and promotion research -- 8. Planning and integrated brand promotion -- 9. Advertising planning: an international perspective -- 10. Managing creativity in advertising and IBP -- Message strategy -- 12. Copywriting -- 13. Art direction and production -- 14. Media strategy and planning for advertising and IBP -- 15. Media planning: newspapers, magazines, television, and radio -- 16. Media planning: advertising and IBP on the internet -- 17. Sales promotion, point-of-purchase advertising, and support media -- 18. Event sponsorship, product placements, and branded entertainment -- 19. Integrating direct marketing and personal selling
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| 650 |
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|a Advertising
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| 650 |
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|a Advertising media planning
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| 700 |
1 |
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|a Allen, Chris T. ,
|e author
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| 700 |
1 |
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|a Semenik, Richard J. ,
|e author
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| 999 |
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|a 1000134413
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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