Advertising and integrated brand promotion
By: Richard J. Semenik, Chris T. Allen, Thomas C. O'Guinn, Hans Rudiger Kaufman
Contributors: Semenik, Richard J.; Allen, Chris T.; Kaufmann, Hans Ruediger, 1958-
Edition: 6th ed. ; [International ed.].
Publisher: Cengage Learning
Published: 2012
Place of publication: delhi, India
Language: eng
Number of pages: 710
ISBN-13: 9788131517383
Subjects: Advertising media planning; Branding (Marketing); Advertising; Plans médias; Stratégie de marque; Branding
Notes: Black and white copy of Advertising and integrated brand promotion. Sixth ed. 2012. Reprinted for sale in India, Pakistan Bangladesh, Nepal, and Sri Lanka. Complete.

Includes bibliographical references and index.
Table of contents: title: 1. The World of Advertising and Integrated Brand Promotion; title: 2. The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations; title: 3. Social, Ethical, and Regulatory Aspects of Advertising and Promotion; title: 4. The history of advertising and brand promotion; title: 5. Analyzing the environment for Advertising, Integrated Brand Promotion, and Consumer Behavior; title: 6. Market Segmentation, Positioning, and the Value Proposition; title: 7. Research in Advertising and promotion 8. Planning for Advertising and Integrated Brand Promotion; title: 9. Managing creativity in advertising and integrated brand promotion; title: 10. Creative Message Strategy; title: 11. Executing the Creative; title: 12. Placing the message in conventional and "new" media; title: 13. Media planning : newspapers, magazines, television, and radio; title: 14. Media planning : advertising and IBP in digital/interactive media; title: 15. Integrated brand promotion; title: 16. Event sponsorship, product placements, and branded entertainment; title: 17. Integrating direct marketing and personal selling; 18. Public Relations, Influencer Marketing, and Corporate Advertising.