author：by Thomas O'Guinn , Chris Allen, Angeline Close Scheinbaum , Richard J. Semenik
All chapter include
Readers place themselves in the midst of the fast-paced world of advertising with O'Guinn/Allen/Semenik/Close Scheinbaum's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. Readers see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and graphic examples from today's most contemporary ads and exhibits. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book's focus on real advertising practice is reflected in content that follows the same process as an advertising agency.