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Advertising and integrated brand promotion / 8th ed

Advertising and integrated brand promotion / 8th ed (Loan 1 times)

Material type
단행본
Personal Author
O'Guinn, Thomas C., author.
Title Statement
Advertising and integrated brand promotion / Thomas Clayton O'Guinn ... [et al.].
판사항
8th ed.
Publication, Distribution, etc
Australia ;   Boston, MA, USA :   Cengage,   2019.  
Physical Medium
xxiii, 425 p. : col. ill. ; 28 cm.
ISBN
1337110213 9781337110211
Content Notes
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.
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
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

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 659.1 O35a8 Accession No. 111861467 Availability Available Due Date Make a Reservation Service B M

Contents information

Table of Contents

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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