000			03288nam a22003497a 4500
003			OSt
005			20260601113030.0
008			260526s20122012ph a|||er|||| 001 0 eng d
020			_a9789814410151 [newsprint]
040			_aUniversity of Cebu-Banilad _cUniversity of Cebu-Banilad
100			_aO'Guinn, Thomas, _eauthor.
245			_aAdvertising and integrated brand promotion / _cThomas O'Guinn, Chris Allen, and Richard J. Semenik.
250			_aSixth edition ; Philippine edition.
260			_aPasig City, Philippines : _bCengage Learning Asia Pte Ltd (Philippine Branch), _cc2012.
300			_a682 pages : _billustrations (black and white) ; _c23 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references, glossary and index.
505			_aContents: 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.
520			_a"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
521			_aAdult
541			_aDonation _xBiore, Christopher _yCollege of Business and Accountancy _zBusiness / Management
546			_aText in English
650			_aBrand promotion.
700			_aAllen, Chris, _eauthor.
700			_aSemenik, Richard J., _eauthor.
942			_2ddc _cBK
998			_cLeslie [new] _d05/26/2026
998			_cJanna [checked&edited] _d06/01/2026
999			_c15299 _d15299