TY  - BOOK
AU  - O'guinn,Thomas C
AU  - Allen,Chris T
AU  - Semenik,Richard J
TI  - Advertising and integrated brand promotion.
SN  - 9780324568677
AV  - HF5821.O34 
PY  - 2009///
CY  - Australia
PB  - South-western
N1  - Includes index and glossary; Contents: 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
ER  -