A new edition of this text is available here
AUTHORS: O'Guinn/Allen/Semenik - ©2009
ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e captures the excitement of the fast-paced high-energy, exhilirating advertising industry, and puts you right in the thick of it. Powerful and practical, current and cutting-edge, this lively text draws from the authors' vast experiences in the classroom and boardroom to give you an insightful, intriguing, and up-close view of advertising in the real world. Highly visual, the new edition provides you with an integrated learning experience that gives you hands-on practice putting chapter concepts into action. Combining the best of theory and real-world application, it continues the book's tradition of delivering a solid understanding of advertising strategy through clearly written text, coupled with the most contemporary ads and comprehensive coverage of the latest practices and developments from the industry. Reflecting the book's emphasis on real-world practice, the Table of Contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e equips you with the tools, knowledge, and practice to get results.
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