TY  - BOOK
AU  - Semenik,Richard J.
AU  - Allen,Chris T.
AU  - O'Guinn,Thomas C.
AU  - Kaufmann,Hans Rudiger
TI  - Advertising and Promotions : : An Integrated Brand Approach 
SN  - 9780538479868
U1  - 659.1 23
PY  - 2012///
CY  - Mason, Ohio : 
PB  - SOUTH-WESTERN CENGAGE Learning.
KW  - Advertising
KW  - Advertising Advertising media planning
KW  - Branding (Marketing)
N1  - Previous edition: published in 2009 under title: Advertising and integrated brand promotion
"International edition"--Cover; Includes bibliographical references and index
N2  - 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

ER  -