03761nam a22003017a 4500003000400000005001700004008004100021020003000062040005900092100003500151245011100186250004200297260004400339300007100383336002100454337002500475338002400500504006300524505075100587520181601338521001103154541009403165541009303259546002103352650001803373700003203391700003603423OSt20251222105828.0251218s20082008si a|||er|||| 001 0 eng d  a9789814239608 [newsprint]  aUniversity of Cebu-BaniladcUniversity of Cebu-Banilad  aO'Guinn, Thomas C., eauthor.   aAdvertising and integrated brand promotion / cThomas C. O'Guinn, Chris T. Allen, and Richard J. Semenik.   aFourth edition ; Philippine edition.   aSingapore : bThomas Learning,cc2008.   axlviii, 781 pages :  billustrations (black and white) ; c25 cm.   2rdacontentatext  2rdamediaaunmediated  2rdacarrieravolume   aIncludes bibliographical references, glossary, and index.   aChapter 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.   a"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  aAdult   aDonation xBiore, ChristopheryCollege of Business and AccountancyzBusiness / Management  aDonationxBiore, ChristopheryCollege of Business and AccountancyzBusiness / Management  aText in English   aAdvertising.   aAllen, Chris T., eauthor.   aSemenik, Richard J., eauthor.