Advertising and Integrated Brand Promotion

by Thomas O'Guinn, Chris Allen, Richard J. Semenik

ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.

Genres: Business, School

781 pages, Hardcover

First published February 1, 2002

Reviews

[Caitlin · Rating 4 out of 5]

As far as textbooks go I enjoyed this book! I'm a marketing nerd and though it didn't offer anything groundbreaking to me, it provided great fundamentals about marketing in general and then the specific channels and strategic operations that are a part of it.

[Ottotan · Rating 4 out of 5]

It's spent more time to introduce consumer insight & behavior from marketing respective but lack of practice guideline for IMC