Cover Image

Advertising and integrated brand promotion

Bibliographic Details
Main Author: O'Guinn, Thomas C.
Other Authors: Allen,Chris T., Semenik, Richard J.
Format: Book
Language:English
Published: New Delhi Vikas Publishing House Pvt.Ltd. 2003
Edition:3rd ed
Subjects:
Marketing
Advertising
Advertising media planning
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245 |a Advertising and integrated brand promotion  |c by Thomas C. O'Guinn,Chris T.Allen and Richard J.Semenik 
250 |a 3rd ed 
260 |a New Delhi  |b Vikas Publishing House Pvt.Ltd.  |c 2003 
300 |a xxxix,773 p.  |b 27.5c.m. 
500 |a Includes Glossary and Indexes.  
505 |a Pt One: Advertising in Business and Society 1.Advertising as a process. 2.The structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organization. 3.The evolution of advertising. 4.Social, ethical and regulatory aspects of advertising. Pt Two: Planning- analyzing the advertising environment 5.Advertising and consumer behavior. 6. Market segmentation,positioning, and value proposition. 7.Advertising and promotion research. 8.The advertising plan. 9.Advertising planning : an international perspective. Pt.Three: Preparing the message. 10.Creativity and advertising. 11.Message Strategy. 12.Copy-writing. 13.Art Direction and production. Pt.Four: Placing the message in conventional and New media 14.Media planning, objectives, and strategy for advertising and promoting the brand. 15.media planning: print Television,and radio. 16.Media Planning: advertising and the Internet. Pt.Five: Integrated brand promotion 17.Support media,P-O-P advertising,and Event sponsorship. 18.Sales promotion. 19.Direct marketing. 20.Public relations and corporate advertising. 
650 |a Marketing 
650 |a Advertising 
650 |a Advertising media planning 
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700 |a Semenik, Richard J. 
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