O'Guinn, Thomas creator author. Allen, Chris author. Semenik, Richard J. author. text ph Pasig City, Philippines Cengage Learning Asia Pte Ltd (Philippine Branch) c2012 2012 Sixth edition ; Philippine edition. monographic eng 682 pages : illustrations (black and white) ; 23 cm. "As we began to prepare this edition of Advertising and Integrated Brand Promotion the feedback was particularly informative and meaningful. You wanted a shorter book with more direct discussion. You wanted extensive coverage social networking and digital interactive media applications in both advertising and promotion. The book is full of social networking and digital media content both in the main discussions and in special boxes which address current applications. The book is shorter and more direct. One point we want to make emphatically Advertising and Integrated Brand Promotion remains the most current and forward thinking book on the market. We have alerted students to leading-edge issues and challenges facing the advertising and promotion industries. We were the first to devote an entire chapter to the Internet as an advertising medium (1998); the first to alert students to the "dot-com" agency incursion on traditional advertising structure (2000), the first to raise the issue of consumers seeking and seizing control of their personal communications environment (2003), the first to highlight blogs and DVRs and the role they play in disseminating (or blocking) information about brands (2006). And, we were the first to alert students to the emergence and growing potential of the early social networking sites, MySpace and You Tube, that began showing up on the Web (200 edition follows the legacy of the prior editions of the book by highlighting the most contemporary and significant (2009). This changes being experienced in the advertising and promotion industries-particularly the application of social networking and digital media in the advertising and promotion process." —Preface Contents: 1 Advertising and integrated brand promotion in business and society — 2 Analyzing the environmental for advertising and integrates brand promotion — 3 The creative process — 4 Placing the message in conventional and "new" media — 5 Integrated brand promotion. Adult adult Thomas O'Guinn, Chris Allen, and Richard J. Semenik. Includes bibliographical references, glossary and index. Donation Biore, Christopher College of Business and Accountancy Business / Management Text in English Brand promotion 9789814410151 [newsprint] University of Cebu-Banilad 260526 20260601113030.0