Advertising and integrated brand promotion /
O'Guinn, Thomas C.,
Advertising and integrated brand promotion / Advertising & integrated brand promotion Thomas Clayton O'Guinn, Professor of Marketing, Research Fellow, Center for Brand and Product Management, University of Wisconsin--Madison, Chris T. Allen, Arthur Beerman Professor of Marketing, University of Cincinnati, Angeline Close Scheinbaum, Associate Professor, University of Texas at Austin, Texas Advertising and Public Relations, Richard J. Semenik, Professor Emeritus of Marketing, Montana State University. - Eighth edition. - xxiii, 425 pages : color illustrations ; 28 cm
Includes bibliographical references and index.
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.
1337110213 9781337110211
2017952641
Advertising.
Advertising media planning.
Advertising.
Advertising media planning.
HF5821 / .O34 2019
659.1 GUI / 21087
Advertising and integrated brand promotion / Advertising & integrated brand promotion Thomas Clayton O'Guinn, Professor of Marketing, Research Fellow, Center for Brand and Product Management, University of Wisconsin--Madison, Chris T. Allen, Arthur Beerman Professor of Marketing, University of Cincinnati, Angeline Close Scheinbaum, Associate Professor, University of Texas at Austin, Texas Advertising and Public Relations, Richard J. Semenik, Professor Emeritus of Marketing, Montana State University. - Eighth edition. - xxiii, 425 pages : color illustrations ; 28 cm
Includes bibliographical references and index.
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.
1337110213 9781337110211
2017952641
Advertising.
Advertising media planning.
Advertising.
Advertising media planning.
HF5821 / .O34 2019
659.1 GUI / 21087