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Advertising and Promotions : An Integrated Brand Approach / Richard J. Semenik, Chris T. Allen, Thomas C. O'Guinn, Hans Rudiger Kaufmann

By: Contributor(s): Publisher: Mason, Ohio : SOUTH-WESTERN CENGAGE Learning. 2012Copyright date: ©2012Edition: Sixth EditionDescription: vi, 709 pages : colour photographs ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780538479868
Subject(s): DDC classification:
  • 23 659.1
Summary: 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
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Holdings
Item type Current library Shelving location Call number Copy number Status Barcode
Book Perpustakaan Alor Setar Pinjaman Dewasa 659.1 SEM (Browse shelf(Opens below)) H051752 Available A00748752

Previous edition: published in 2009 under title: Advertising and integrated brand promotion
"International edition"--Cover

Includes bibliographical references and index.

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

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