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Advertising and integrated brand promotion / 8th ed

Advertising and integrated brand promotion / 8th ed (1회 대출)

자료유형
단행본
개인저자
O'Guinn, Thomas C., author.
서명 / 저자사항
Advertising and integrated brand promotion / Thomas Clayton O'Guinn ... [et al.].
판사항
8th ed.
발행사항
Australia ;   Boston, MA, USA :   Cengage,   2019.  
형태사항
xxiii, 425 p. : col. ill. ; 28 cm.
ISBN
1337110213 9781337110211
내용주기
Advertising and integretrated brand promotion in business and society -- Analyzing the environment for advertising and integrated brand promotion -- The creative process -- The media process -- Integrated brand promotion.
서지주기
Includes bibliographical references and index.
일반주제명
Advertising. Advertising media planning.
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245 0 0 ▼a Advertising and integrated brand promotion / ▼c Thomas Clayton O'Guinn ... [et al.].
246 3 ▼a Advertising & integrated brand promotion
250 ▼a 8th ed.
260 ▼a Australia ; ▼a Boston, MA, USA : ▼b Cengage, ▼c 2019.
264 1 ▼a Australia ; ▼a Boston, MA, USA : ▼b Cengage, ▼c [2019]
264 4 ▼c ©2019
300 ▼a xxiii, 425 p. : ▼b col. ill. ; ▼c 28 cm.
336 ▼a text ▼b txt ▼2 rdacontent
337 ▼a unmediated ▼b n ▼2 rdamedia
338 ▼a volume ▼b nc ▼2 rdacarrier
504 ▼a Includes bibliographical references and index.
505 0 ▼a Advertising and integretrated brand promotion in business and society -- Analyzing the environment for advertising and integrated brand promotion -- The creative process -- The media process -- Integrated brand promotion.
650 0 ▼a Advertising.
650 0 ▼a Advertising media planning.
700 1 ▼a O'Guinn, Thomas C., ▼e author.
945 ▼a ITMT

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/서고7층/ 청구기호 659.1 O35a8 등록번호 111861467 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

목차

Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and IBP.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The History of Advertising and Brand Promotion.
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.
Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
5. Advertising, Integrated Brand Promotion, and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising Research.
8. Planning Advertising and Integrated Brand Promotion.
Part III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
Part IV: THE MEDIA PROCESS.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media.
Part V: INTEGRATED BRAND PROMOTION.
15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.
16. Event Sponsorship, Product Placements, and Branded Entertainment.
17. Integrating Direct Marketing and Personal Selling.
18. Public Relations, Influencer Marketing, and Corporate Advertising.

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