000			01975nam a2200253Ia 4500
003			NULRC
005			20250520100638.0
008			250520s9999 xx 000 0 und d
020			_a9789814410151
040			_cNULRC
050			_aHF 5821 .O48 2012
100			_aO'Guinn, Thomas _eauthor
245		0	_aAdvertising and integrated brand promotion / _cThomas C. O'Guinn, Chris T. Allen and Richard J. Semenik
250			_a6th Edition / Philippine Edition
260			_aAndover, Mass. : _bCengage Learning Asia Pte Ltd, _cc2012
300			_a683 pages : _billustrations ; _c24 cm.
365			_bPHP695
504			_aIncludes index.
505			_a1. The world of advertising and integrated brand promotion -- 2. The structure of the advertising and promotion Industry: Advertisers , Agencies, Media and Support Organizations -- 3. The history of advertising and brand promotion -- 4. Social, Ethical and regulatory aspects of advertising and promotion -- 5. Advertising, Integrated brand promotion and consumer behavior -- 6. Market Segmentation, positioning and the value proposition -- 7. Advertising and promotion research -- 8. Planning advertising and Integrated brand promotion -- 9. Managing Creativity in advertising and IBP -- 10. Creative Message Strategy -- 11. Executive creative -- 12. Media Planning essentials -- 13. Media Planning: Newspapers, magazines, television and radio -- 14. Media Planning: advertising and IBP in Digital/ Interactive Media -- 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.
520			_aIt acknowledges the complexity of human communication and consumer behavior.
650			_aADVERSTISING -- MEDIA PLANNING
700			_aAllen, Chris T.;Semenik, Richard J. _eco-author;co-author
942			_2lcc _cBK
999			_c10312 _d10312