O'guinn,Thomas C creator Allen,Chris T Semenik,Richard J text xxu Australia South-western 2009 5th ed. monographic eng

print

xlii,726p.; ill.: 27cm. 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 Thomas C.O'guinn Includes index and glossary HF5821.O34 9780324568677 140619