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Advertising and Integrated Brand Promotion by Chris Allen, Richard Semenik, Thomas O'Guinn (Hardcover, 2011)

About this product

About this product

Product Information

O'Guinn/Allen/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E places the reader in the midst of today's fast-paced, exhilarating world of advertising -- demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.

Product Identifiers

Publisher
Cengage Learning, Inc
ISBN-13
9780538473323
eBay Product ID (ePID)
106403675

Product Key Features

Author
Chris Allen, Richard Semenik, Thomas O'guinn
Publication Name
Advertising and Integrated Brand Promotion
Format
Hardcover
Language
English
Subject
Advertising
Publication Year
2011
Type
Textbook
Number of Pages
693 Pages

Dimensions

Item Height
277mm
Item Width
221mm
Item Weight
1996g

Additional Product Features

Title_Author
Chris Allen, Richard Semenik, Thomas O'guinn
Country/Region of Manufacture
United States

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