TY  - BOOK
TI  - Advertising and promotions: an integrated brand approach.
SN  - 9780538479868
AV  - HF5821.O34 
PY  - 2012///
CY  - Mason
PB  - South-Western, Cengage Learning
N1  - Includes index; Contents:  Advertising and integrated brand promotion in business and society: The world of advertising and integrated brand promotion -- The global structure of the advertising and promotion industry: Advertisers, agencies, media, and support organizations -- Regulatory, social, and ethical aspects of advertising and promotion in the global market -- The history of advertising and brand promotion -- Analyzing the environment for advertising and integrated brand promotion: Advertising, consumer behavior, and integrated brand promotion -- Market segmentation, positioning, and the value proposition -- Research in advertising and promotion -- Planning for advertising and integrated brand promotion -- The creative process: Managing creativity in advertising and integrated brand promotion -- Creative message strategy -- Executing the creative -- Placing the message in conventional  and "new" media: Media planning essentials -- Media planning: Newspapers, magazines, television, and radio -- Media planning: Advertising and IBP in digital/interactive media -- Integrated brand promotion: Sales promotion, point-of-purchase advertising, and support media -- Event sponsorship, product placements, and branded entertainment -- Integrated direct marketing and personal selling -- Public relations, influencer marketing, and corporate advertising
ER  -