000			02010nam a2200349 i 4500
003			OSt
005			20250408112109.0
008			250408t2012 -usao e 001 0 eng d
020			_a9780538479868 _qpaperback
040			_aPPAK _beng _cPPAK _erda
082	0	4	_223 _a659.1
090	0	0	_a659.1 _bSEM _dG
100	1		_aSemenik, Richard J., _eauthor.
245	1	0	_aAdvertising and Promotions : _bAn Integrated Brand Approach / _cRichard J. Semenik, Chris T. Allen, Thomas C. O'Guinn, Hans Rudiger Kaufmann
250			_aSixth Edition
264		1	_aMason, Ohio : _bSOUTH-WESTERN CENGAGE Learning. _c2012
264		4	_c©2012
300			_avi, 709 pages : _bcolour photographs ; _c28 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
500			_aPrevious edition: published in 2009 under title: Advertising and integrated brand promotion "International edition"--Cover
500			_aIncludes bibliographical references and index.
520			_aThe 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
650	1	0	_aAdvertising
650	2	0	_aAdvertising Advertising media planning
650	2	0	_aBranding (Marketing)
700	1		_aAllen, Chris T., _eauthor.
700	1		_aO'Guinn, Thomas C., _eauthor.
700	1		_aKaufmann, Hans Rudiger, _eauthor.
942			_2ddc _cB
999			_c199346 _d199346