00000cam a22000003i 4500 UP-1685594773861892600 Buklod 20240427154835.0 ta rb |||| u| ta 160512s2008 ohua rb |||1 u|eng d 09789814239608 (iLib)UPBAG-00009663837 DLC BAG rda eng HF 5821 O34 2008 O'Guinn, Thomas C. author. Advertising and integrated brand promotion Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. Fourth edition. Mason, Ohio Thomson/South-Western ©2008. xlviii, 781 pages illustrations 29 cm Thomson Asian edition. Includes bibliographical references and indexes. Pt. 1. The process : advertising and integrate brand promotion in business and society -- The world of advertising and integrated brand promotion -- The structure of the advertising industry : advertisers, advertising agencies, and support organizations -- The evolution of promoting and advertising brands -- Social, ethical, and regulatory aspects of advertising -- Pt. 2. The planning : Analyzing the advertising and integrated brand promotion environment -- advertising, integrated brand promotion, and consumer behavior -- Market segmentation, positioning, and the value proposition -- Advertising and promotion research -- Planning advertising and integrated brand promotion -- Advertising planning : An international perspective -- Pt. 3. Preparing the message -- Creativity, advertising, and the brand -- Message strategy -- Copywriting -- Art direction and production -- Pt. 4. Placing the message in conventional and "new" media -- Media strategy and planning for advertising and IBP -- Media planning : Print, television, and radio -- Media planning : Advertising and IBP on the internet -- Pt. 5. Integrated brand promotion -- Support media, event sponsorship, and branded entertainment -- Sales promotion and point-of-purchase advertising -- Direct marketing -- Public relations and corporate advertising. Advertising. Advertising media planning. Allen, Chris T. author. Semenik, Richard J. author. FO UPBAG GRC HF 5821 O34 2008 Book