University of Cebu-Banilad Library catalog › Details for: Advertising and integrated brand promotion /

Normal view MARC view ISBD view

Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, and Richard J. Semenik.

By: O'Guinn, Thomas C [author. ]Contributor(s): Allen, Chris T [author. ] | Semenik, Richard J [author. ]Material type: Text

TextPublisher: Singapore : Thomas Learning, c2008Edition: Fourth edition ; Philippine editionDescription: xlviii, 781 pages : illustrations (black and white) ; 25 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 9789814239608 [newsprint]Subject(s): Advertising

Contents:

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.

Summary: "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. 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. 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

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 2 )
Title notes ( 7 )
Comments ( 0 )

Item type	Current location	Call number	Copy number	Status	Date due	Barcode
Subject Reference	College Library Subject Reference	659.1 Og9 2008 (Browse shelf)	c.1	Available		3UCBL000029220
Subject Reference	College Library Subject Reference	659.1 Og9 2008 (Browse shelf)	c.2	Available		3UCBL000029219

Browsing College Library shelves, Shelving location: Subject Reference Close shelf browser

Previous								Next
Previous	658 T15 1997 Economic feasibility of projects : managerial and engineering practice /	659.1 O14 2012 Advertising and integrated brand promotion /	659.1 Og9 2008 Advertising and integrated brand promotion /	659.1 Og9 2008 Advertising and integrated brand promotion /	659.144 S64 2017 The native advertising advantage : build authentic content that revolutionizes digital marketing and drives revenue growth /	659.144 S64 2017 The native advertising advantage : build authentic content that revolutionizes digital marketing and drives revenue growth /	659.2 M42 2003 PR management : 12 rules for effective publicity /	Next

Includes bibliographical references, glossary, and index.

"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.

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.

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

Adult

Donation Biore, Christopher College of Business and Accountancy Business / Management

Text in English

There are no comments on this title.

to post a comment.