Advertising and integrated brand promotion (Record no. 33844)
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| LIBRARY OF CONGRESS CONTROL NUMBER | |
|---|---|
| LC control number | 2017952641 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781337110211 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 659.1 OG AD |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | O'Guinn, Thomas C. |
| TITLE STATEMENT | |
| Title | Advertising and integrated brand promotion |
| Statement of responsibility, etc | Thomas C O'Guinn, Chris T Allen, Angeline Close Scheinbaum, Richard J Semenik |
| EDITION STATEMENT | |
| Edition | 8th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | USA : |
| Publisher | Cengage, |
| Date | c2019. |
| PHYSICAL DESCRIPTION | |
| Extent | xxiii, 425 p. : |
| Other Details | ill. ; |
| Size | 28cm. |
| CONTENTS | |
| Contents | Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.1. The World of Advertising and IBP.2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.3. The History of Advertising and Brand Promotion.4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.5. Advertising, Integrated Brand Promotion, and Consumer Behavior.6. Market Segmentation, Positioning, and the Value Proposition.7. Advertising Research.8. Planning Advertising and Integrated Brand Promotion.Part III: THE CREATIVE PROCESS.9. Managing Creativity in Advertising and IBP.10. Creative Message Strategy.11. Executing the Creative.Part IV: THE MEDIA PROCESS.12. Media Planning Essentials.13. Media Planning: Newspapers, Magazines, Television, and Radio.14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media.Part V: INTEGRATED BRAND PROMOTION.15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.16. Event Sponsorship, Product Placements, and Branded Entertainment.17. Integrating Direct Marketing and Personal Selling.18. Public Relations, Influencer Marketing, and Corporate Advertising. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Advertising |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Advertising media planning |
| ADDED ENTRY | |
| Name | Allen, Chris T. |
| ADDED ENTRY | |
| Name | Scheinbaum, Angeline Close |
| ADDED ENTRY | |
| Name | Semenik, Richard J. |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 17673 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 669 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 17674 |
| ADDED ENTRY | |
| -- | 18308 |
| ADDED ENTRY | |
| -- | 18309 |
| ADDED ENTRY | |
| -- | 18310 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2018-04-15 | AMAUK | 659.1 OG AD | T0059449 | 2018-03-11 | 2018-03-11 | REGULAR | May2018 |