000			01745nam a22002417a 4500
003			OSt
005			20230915101952.0
008			140619b xxu||||| |||| 00| 0 eng d
020			_a9781305194396 (7e)
020			_a1305104390 (7e)
040			_aWIUC - GH _cWIUC - GH
050			_aHF5821.O34
245			_aAdvertising and integrated brand promotion. / _cThomas C.O'guinn
250			_a7th ed.
260			_aStanford, CT _bCengage Learning _c2015
300			_axx, 407p.; _bill., index _c27cm.
500			_aIncludes index and glossary
505			_aContents: 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
650			_2Advertising
650			_2Business environment
700			_aO'Guinn, Thomas Clayon...[ et al] _92427
942			_2lcc _cBK
999			_c10059 _d17559