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110104s2012 ohu eng |
| 020 |
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|a 0538473320 (hardback : alk. paper)
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| 020 |
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|a 9780538473323 (hardback : alk. paper)
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| 050 |
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|a HF5821
|b .O48 2012
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| 090 |
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|a HF5821
|b .O48 2012
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| 100 |
1 |
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|a O'Guinn, Thomas C. ,
|e author
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| 245 |
1 |
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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 6th ed
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| 260 |
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|a Mason, Ohio :
|b South-Western, Cengage Learning ,
|c c2012
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| 300 |
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|a xli, 693 p. :
|b ill. chiefly col. ;
|c 29 cm.
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| 500 |
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|a Includes index
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| 505 |
0 |
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|a 1. Advertising and integrated brand promotion in business and society -- 2. Analyzing the environment for advertising and integrated brand promotion -- 3. The creative process -- 4. Placing the messages in conventional and "new" media -- 5. Integrated brand promotion
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| 520 |
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|a The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results
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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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| 650 |
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0 |
|a Branding (Marketing)
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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 1000148065
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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| 999 |
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|a 1000148077
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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