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Item Details
| Title:
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ADVERTISING AND PROMOTIONS
AN INTEGRATED BRAND APPROACH, INTERNATIONAL EDITION |
| By: |
Hans Rudiger Kaufmann, Thomas O'Guinn, Chris Allen |
| Format: |
Paperback |
| List price:
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£85.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0538479868 |
| ISBN 13: |
9780538479868 |
| Publisher: |
CENGAGE LEARNING, INC |
| Pub. date: |
18 July, 2011 |
| Edition: |
6th edition |
| Pages: |
752 |
| Description: |
Combines a presentation of the fundamentals of advertising with coverage of contemporary topics and the various advertising trends. This title includes coverage of social media and design thinking, emphasising on globalization and exemplifing advertising's developments in digital society. |
| Synopsis: |
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. |
| Publication: |
US |
| Imprint: |
South-Western College Publishing |
| Returns: |
Returnable |
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