Advertising and Promotions - An Integrated Brand Approach, International Edition (Paperback, 6th edition)

Semenik/Allen/O'Guinn's ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, International Edition places the reader in the midst of today's fast-paced, exhilarating world of advertising - demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.

General

Imprint:	South-Western College Publishing
Country of origin:	United States
Release date:	July 2011
First published:	2012
Authors:	Chris Allen • Richard Semenik • Thomas O'Guinn • Hans Kaufmann
Dimensions:	276 x 218 x 24mm (L x W x T)
Format:	Paperback
Pages:	710
Edition:	6th edition
ISBN-13:	978-0-538-47986-8
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Business & management > Sales & marketing > Public relations
LSN:	0-538-47986-8
Barcode:	9780538479868

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