01745nam a22002417a 4500 OSt 20230915101952.0 140619b xxu||||| |||| 00| 0 eng d 9781305194396 (7e) 1305104390 (7e) WIUC - GH WIUC - GH HF5821.O34 Advertising and integrated brand promotion. / Thomas C.O'guinn 7th ed. Stanford, CT Cengage Learning 2015 xx, 407p.; ill., index 27cm. Includes index and glossary Contents: The world of advertising and integrated brand promotion -- The structure of the advertising industry:advertisers,agencies,media companies,and support organizations -- The evolution of promoting and advertising brands -- social,ethical,and regulatory aspects of advertising and promotion -- Advertising,integrated brand promotion,and consumer behavior -- Market segmentation,positioning,and the value proposition -- Advertising and promotion research -- Advertising planning:an international perceptive -- Managing creativity in advertising and IBP -- Message strategy -- Copy writing -- Art direction and production -- Media strategy and planning for advertising and IBP -- Media planning:newspaper,magazines,television,and radio -- Media planning:advertising and IBP on the internet -- 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 Advertising Business environment O'Guinn, Thomas Clayon...[ et al] 2427 lcc BK 10059 17559 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2010-03-14 HF5821.O34(7e) K/3029/0127/23 2023-09-15 00:00:00 2023-09-15 BK