01593nam a22001937a 4500 140619b xxu||||| |||| 00| 0 eng d 9780324568677 HF5821.O34 O'guinn,Thomas C Advertising and integrated brand promotion. / Thomas C.O'guinn 5th ed. Australia: South-western, 2009. xlii,726p.; ill.: 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 Allen,Chris T Semenik,Richard J lcc BK 3034 10534 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-06-19 0 HF5821.O34 7708/135/14 2014-06-19 00:00:00 1 2014-06-19 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-06-19 HF5821.O341 7709/136/14 2014-06-19 00:00:00 2 2014-06-19 BK