Advertising and Integrated Brand Promotion

by Angeline Close Scheinbaum, Thomas O'Guinn, Richard J Semenik

Gain an understanding of advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O�Guinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.

448 pages, Paperback

Published August 17, 2022

Reviews

[Lanie Stutz]

Perhaps my first textbook I’ve ever read fully. My students seemed to like it and it was easily digestible.