O'Guinn, Thomas C. <br/><br/>
Advertising and integrated brand promotion / 
 Advertising & integrated brand promotion 
Thomas Clayton O'Guinn, Chris T. Allen, Angeline Close Scheinbaum, Richard J. Semenik. 
 - Eighth edition. 
 - Australia ; Boston, MA, USA :    Cengage,  c2019. 
 - xxiii, 425 pages :  color illustrations ;  28 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Part 1. Advertising and integrated brand promotion in business and society -- The world of advertising and integrated brand promotion -- The structure of the advertising and promotion industry: advertisers, agencies, media, and support organizations -- The history of advertising and brand promotion --Social, ethical, and regulatory aspects of advertising and promotion -- Part 2. Analyzing the environment for advertising and integrated brand promotion <br/>-- Advertising, integrated brand promotion, and consumer behavior -- Market segmentation, positioning, and the value proposition -- Advertising research<br/>-- Planning advertising and integrated brand promotion -- Part 3. The creative process -- Managing creativity in advertising and IBP -- Creative message strategy -- Executing the creative -- Part 4. The media process -- Media planning: essentials -- Media planning: newspapers, magazines, TV, and radio --<br/>Media Planning: advertising and IBP in digital, social, and mobile media -- Part 5. Integrated brand promotion -- Sales promotion, point-of-purchase advertising, and support media -- Event sponsorship, product placements, and branded entertainment -- Integrating direct marketing and personal selling -- Public relations, influencer marketing, and corporate advertising.<br/> 
<br/><br/><label>ISBN: </label>1337110213 9781337110211 
<br/><br/><label>LCCN: </label>2017952641 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Advertising media planning
<br/><br/><label>LC Class. No.: </label>HF5821  / Og9 2019