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Advertising and integrated brand promotion /

O'Guinn, Thomas C.,

Advertising and integrated brand promotion / Thomas Clayton O'Guinn [and three others] - Eighth edition. - Boston, MA, USA : Cengage, c2019 - xxiii, 425 pages : color illustrations ; 28 cm

Includes bibliographical references and index.

Part 1 Advertising and integretrated brand promotion in business and society -- Part 2 Analyzing the environment for advertising and integrated brand promotion -- Part 3 The creative process -- Part 4 The media process -- Part 5 Integrated brand promotion.

ISBN: 1337110213 978-1-337-11021-1

LCCN: 2017952641

Subjects--Topical Terms:
ADVERTISING.
ADVERTISING MEDIA PLANNING.

LC Class. No.: HF 5821 A48 2019

Dewey Class. No.: 659.1

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