c ISBN 9781285187815Edition
Published: 2014 by
Cengage Learning US
Available for purchase on CengageBrain.com
Available formats and resources for instructors
Advertising and Integrated Brand Promotion (Print)
Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E from leading authors O'Guinn/Allen/Semenik/Close. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery.
A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice – as the book's content follows the same process as an actual advertising agency.
eBook: Advertising and Integrated Brand Promotion
This eBook is provided in VitalSource format. It is accessible on and offline on Mac, PC, Android & iOS.
Teaching supplements and resources are also available as a companion to this title.
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