01894nam a22001937a 4500 OSt 20211216100857.0 150706b xxu||||| |||| 00| 0 eng d 9780538479868 LC HF5821.O34 Advertising and promotions: an integrated brand approach. / Richard J. Semenik ...[et al.] 6th ed. Mason: South-Western, Cengage Learning, 2012. xli, 710p. : ills. ; 29 cm. Includes index. Contents: Advertising and integrated brand promotion in business and society: The world of advertising and integrated brand promotion -- The global structure of the advertising and promotion industry: Advertisers, agencies, media, and support organizations -- Regulatory, social, and ethical aspects of advertising and promotion in the global market -- The history of advertising and brand promotion -- Analyzing the environment for advertising and integrated brand promotion: Advertising, consumer behavior, and integrated brand promotion -- Market segmentation, positioning, and the value proposition -- Research in advertising and promotion -- Planning for advertising and integrated brand promotion -- The creative process: Managing creativity in advertising and integrated brand promotion -- Creative message strategy -- Executing the creative -- Placing the message in conventional and "new" media: Media planning essentials -- Media planning: Newspapers, magazines, television, and radio -- Media planning: Advertising and IBP in digital/interactive media -- Integrated brand promotion: Sales promotion, point-of-purchase advertising, and support media -- Event sponsorship, product placements, and branded entertainment -- Integrated direct marketing and personal selling -- Public relations, influencer marketing, and corporate advertising. lcc BK 5611 13111 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-07-06 0 HF5821.O34 8011/438/15 2015-07-06 00:00:00 1 2015-07-06 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-07-06 0 HF5821.O341 8012/439/15 2015-07-06 00:00:00 2 2015-07-06 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2019-08-07 0 HF5821.O342 8435/029/19 2019-08-07 00:00:00 3 2019-08-07 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.A24(6e) K/1954/1954/19 2021-12-15 00:00:00 1 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.A241(6e) K/1955/1955/19 2021-12-15 00:00:00 2 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5821.A242(6e) K/1956/1956/19 2021-12-15 00:00:00 3 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-13 0 HF5821.A243(6e) K/2069/2069/19 2021-12-16 00:00:00 4 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-13 0 HF5821.A244(6e) K/2070/2070/19 2021-12-16 00:00:00 5 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-13 0 HF5821.A245(6e) K/2071/2071/19 2021-12-16 00:00:00 6 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-13 2 2 HF5821.A246(6e) K/2072/2072/19 2024-10-18 00:00:00 2024-10-18 7 2021-12-15 BK