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Advertising and integrated brand promotion / Thomas Clayton O'Guinn, Chris T. Allen, Angeline Close Scheinbaum, Richard J. Semenik.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Australia ; Boston, MA, USA : Cengage, c2019.Edition: Eighth editionDescription: xxiii, 425 pages : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1337110213
  • 9781337110211
Other title:
  • Advertising & integrated brand promotion
Subject(s): LOC classification:
  • HF5821 Og9 2019
Online resources:
Contents:
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 -- Advertising, integrated brand promotion, and consumer behavior -- Market segmentation, positioning, and the value proposition -- Advertising research -- 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 -- 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.
List(s) this item appears in: Print Books 2022
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Holdings
Item type Current library Collection Call number Materials specified Copy number Status Notes Date due Barcode
Books Books Ladislao N. Diwa Memorial Library Reserve Section Non-fiction RUS HF5821 Og9 2019 (Browse shelf(Opens below)) Room use only 77874 00077823
Books Books Ladislao N. Diwa Memorial Library Circulation Section Non-fiction HF5821 Og9 2019 (Browse shelf(Opens below)) c2 Available 77934 00077883

Includes bibliographical references and index.

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
-- Advertising, integrated brand promotion, and consumer behavior -- Market segmentation, positioning, and the value proposition -- Advertising research
-- 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 --
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.

Fund 164 Linar Educational Materials, Inc. Purchased 11-26-2019 77874 NEJ PHP 6,308.00 2019-11-900 2019-1-0739

Fund 164 Linar Educational Materials, Inc. Purchased 11-26-2019 77934 NEJ PHP 5,644.00. 2019-11-900 2019-1-0739 copy 2

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