000			01593nam a22001937a 4500
008			140619b xxu||||| |||| 00| 0 eng d
020			_a9780324568677
050			_aHF5821.O34
100			_aO'guinn,Thomas C
245			_aAdvertising and integrated brand promotion. / _cThomas C.O'guinn
250			_a5th ed.
260			_aAustralia: _bSouth-western, _c2009.
300			_axlii,726p.; _bill.: _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
700			_aAllen,Chris T
700			_aSemenik,Richard J
942			_2lcc _cBK
999			_c3034 _d10534