Advertising and integrated brand promotion / Thomas Clayton O'Guinn, Chris T. Allen, Angeline Close Scheinbaum, Richard J. Semenik.
Material type: TextLanguage: English Publication details: Australia ; Boston, MA, USA : Cengage, c2019.Edition: Eighth editionDescription: xxiii, 425 pages : color illustrations ; 28 cmContent type:- text
- unmediated
- volume
- 1337110213
- 9781337110211
- Advertising & integrated brand promotion
- HF5821 Og9 2019
Item type | Current library | Collection | Call number | Materials specified | Copy number | Status | Notes | Date due | Barcode |
---|---|---|---|---|---|---|---|---|---|
Books | Ladislao N. Diwa Memorial Library Reserve Section | Non-fiction | RUS HF5821 Og9 2019 (Browse shelf(Opens below)) | Room use only | 77874 | 00077823 | |||
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