| 000 -LEADER |
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| fixed length control field |
03949nam a22003617a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20251222105828.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
251218s20082008si a|||er|||| 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9789814239608 [newsprint] |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
University of Cebu-Banilad |
| Transcribing agency |
University of Cebu-Banilad |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
O'Guinn, Thomas C., |
| Relator term |
author. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Advertising and integrated brand promotion / |
| Statement of responsibility, etc |
Thomas C. O'Guinn, Chris T. Allen, and Richard J. Semenik. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Fourth edition ; Philippine edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Singapore : |
| Name of publisher, distributor, etc |
Thomas Learning, |
| Date of publication, distribution, etc |
c2008. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xlviii, 781 pages : |
| Other physical details |
illustrations (black and white) ; |
| Dimensions |
25 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type |
volume |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references, glossary, and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Chapter I: The world of advertising and integrated brand promotion -- Chapter 2 The structure of the advertising industry: advertisers, advertising agencies, and support organizations -- Chapter 3 The evolution of promoting and advertising brands -- Chapter 4 Social, ethical and regulatory aspects of advertising -- Chapter 5 Advertising, integrated brand promotion, and consumer behavior -- Chapter 7: Advertising and promotion research -- Chapter 9: Advertising planning: an international perspective -- Chapter 11: Message strategy -- Chapter 14: Media strategy and planning for advertising and IBP -- Chapter 16: Media planning: advertising and IBP on the internet -- Chapter 17: Support media, event sponsorship, and branded entertainment. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"In 2003, we launched the third edition of this book with a new title: Advertising and Integrated Brand Promotion. Some people questioned that title: "Isn't it supposed be Advertising and Integrated Marketing Communication?" We were convinced then that advertisers and agencies alike were focused on the brand and integrated brand promo-tion (IBP), and that integrated marketing communication (IMC) was really a thing of the past, and probably the wrong term in the first place. Our perspective proved to be correct. Advertising and promotion is all about the brand, and industry is pursing brand awareness and competitive advantage with an ever-expanding array of adver-tising and promotion brand building techiques all of which we are proud and excited to present to you here in Advertising and Integrated Brand Promotion, 4e.<br/><br/>First, we have retained all the content and chapter features that students and instructors liked in our previous editions. Now more of a good thing: advertising as a brand-building process receives even greater emphasis in the fourth edition. The real ad world is about brands, and we cover the complete set of advertising and pro-motion tools. Once again, we lead the market in compelling, informative, and enter-taining ads, and in illustrations, photos, and graphics (over 500!)-printed on the highest quality paper available to highlight the features of each visual. Ads come first here.<br/><br/>We were very selective in choosing the content that received the heaviest revi-sion and targeted those topics that reflect the important changes in the industry. Nearly every chapter has some new content and a lot of new visuals. But even in these cases, there is still a lot of familiar, foundation material. Some examples of the changes to the fourth edition will be helpful." --Preface |
| 521 ## - TARGET AUDIENCE NOTE |
|---|
| Target audience note |
Adult |
| 541 ## - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Source of acquisition |
Donation |
| Deans/Chairperson |
Biore, Christopher |
| Department |
College of Business and Accountancy |
| Subject Category |
Business / Management |
| 541 ## - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Source of acquisition |
Donation |
| Deans/Chairperson |
Biore, Christopher |
| Department |
College of Business and Accountancy |
| Subject Category |
Business / Management |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
Text in English |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Allen, Chris T., |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Semenik, Richard J., |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Type of record |
Book |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Encoded by |
Janna [new] |
| Date encoded |
12/18/2025 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Encoded by |
Janna [added] |
| Date encoded |
12/18/2025 |
