Advertising and Integrated Brand Promotion (Paperback, 9th edition)

Gain an understanding of advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O'Guinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.

General

Imprint:	South-Western College Publishing
Country of origin:	United States
Release date:	August 2022
First published:	2023
Authors:	Richard Semenik • Thomas O'Guinn • Angeline Close Scheinbaum
Dimensions:	276 x 218 x 15mm (L x W x T)
Format:	Paperback
Pages:	448
Edition:	9th edition
ISBN-13:	978-0-357-72140-7
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-357-72140-3
Barcode:	9780357721407

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