Advertising and Integrated Brand Promotion, 8th Edition

Place yourself in the midst of today’s fast-paced, exhilarating world of advertising with Advertising and Integrated Brand Promotion. This cutting-edge approach provides intriguing insights into the modern advertising landscape, demonstrating how impactful advertising is the direct result of strategic planning and creative execution. As a leader in its field for its emphasis on integrated brand promotion, this edition combines a deep understanding of advertising strategy and theory with practical, hands-on applications.

Advertising strategy comes to life through dynamic visuals and examples drawn from contemporary campaigns. The content covers the latest industry developments and practices, highlighting the importance of social media, design thinking, and globalization. The book focuses on real-world advertising practice, with a curriculum that follows the same professional process used by top advertising agencies to build and sustain brands in a competitive market.

Product Details

• Title: Advertising and Integrated Brand Promotion
• Edition: 8th Edition
• Author: Thomas O’Guinn, Chris Allen, Richard J. Semenik, Angeline Close Scheinbaum
• Publisher: Cengage Learning
• Publication Date: January 1, 2018
• Language: English
• ISBN-10: 1337110213
• ISBN-13: 978-1337110211