Advertising and integrated brand promotion
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 ad...
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mason, Ohio :
South-Western, Cengage Learning ,
c2012
|
| Edition: | 6th ed |
| Subjects: |
Table of Contents:
- 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