Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen and Richard J. Semenik
Material type:
TextPublication details: Andover : Cengage Learning, c2012Edition: 6th Edition / Philippine EditionDescription: 683 pages : illustrations ; 24 cmISBN: 9789814410151Subject(s): ADVERSTISING | ADVERSTISING -- MEDIA PLANNINGLOC classification: HF 5821 .O48 2012
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| Item type | Current library | Home library | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode |
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LRC - Annex II | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5821 .O48 2012 c.1 (Browse shelf (Opens below)) | c.1 | Available | NULIB000007531 | |
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LRC - Annex II | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5821 .O48 2012 c.2 (Browse shelf (Opens below)) | c.2 | Available | NULIB000007532 | |
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LRC - Annex II | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5821 .O48 2012 c.3 (Browse shelf (Opens below)) | c.3 | Available | NULIB000008070 | |
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Books
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LRC - Annex II | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5821 .O48 2012 c.4 (Browse shelf (Opens below)) | c.4 | Available | NULIB000008071 | |
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Books
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LRC - Annex II | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5821 .O48 2012 c.5 (Browse shelf (Opens below)) | c.5 | Available | NULIB000008072 |
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| GC HF 5718 .R46 2015 Business communication / | GC HF 5821 .A74 2015 Advertising / | GC HF 5821 .O48 2012 c.1 Advertising and integrated brand promotion / | GC HF 5821 .O48 2012 c.2 Advertising and integrated brand promotion / | GC HF 5821 .O48 2012 c.3 Advertising and integrated brand promotion / | GC HF 5821 .O48 2012 c.4 Advertising and integrated brand promotion / | GC HF 5821 .O48 2012 c.5 Advertising and integrated brand promotion / |
Includes index.
1. The world of advertising and integrated brand promotion -- 2. The structure of the advertising and promotion Industry: Advertisers , Agencies, Media and Support Organizations -- 3. The history of advertising and brand promotion -- 4. Social, Ethical and regulatory aspects of advertising and promotion -- 5. Advertising, Integrated brand promotion and consumer behavior -- 6. Market Segmentation, positioning and the value proposition -- 7. Advertising and promotion research -- 8. Planning advertising and Integrated brand promotion -- 9. Managing Creativity in advertising and IBP -- 10. Creative Message Strategy -- 11. Executive creative -- 12. Media Planning essentials -- 13. Media Planning: Newspapers, magazines, television and radio -- 14. Media Planning: advertising and IBP in Digital/ Interactive Media -- 15. Sales promotion, point of purchase Advertising and Support Media -- 16. Event sponsorship, product placements and branded entertainment -- 17. Integrating Direct marketing and personal selling -- 18. Public relations, Influencer marketing and corporate advertising.
It acknowledges the complexity of human communication and consumer behavior.
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