Advertising and Integrated Brand Promotion
by Thomas O'Guinn, Chris Allen, Angeline Close Scheinbaum, Richard J. Semenik
ISBN-10: 1337110213
ISBN-13: 9781337110211
$237.00
Book Specs
Binding
Trade Paper
Publisher
Cengage Learning
Published on
Jan 1, 2018
Edition
8th Edition
Dimensions
8.50x0.75x10.50 Inches
Weight
2.26 Pounds
About the Book
Place yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium.