Our Privacy Policy has changed. By using this site, you agree to the Privacy Policy.

Advertising and Integrated Brand Promotion

ISBN-10: 0538473320
ISBN-13: 9780538473323
Edition: 6th 2012
List price: $366.95
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

what's this?
Rush Rewards U
Members Receive:
You have reached 400 XP and carrot coins. That is the daily max!

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99
Add to cart
Study Briefs
Management Online content $4.95 $1.99

Customers also bought


Book details

List price: $366.95
Edition: 6th
Copyright year: 2012
Publisher: Cengage South-Western
Publication date: 2/16/2011
Binding: Hardcover
Pages: 734
Size: 8.50" wide x 11.00" long x 1.25" tall
Weight: 4.554
Language: English

Thomas C. O'Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.

Advertising and Integrated Brand Promotion in Business and Society
The World of Advertising and Integrated Brand Promotion
The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations
The History of Advertising and Brand Promotion
Social, Ethical, and Regulatory Aspects of Advertising and Promotion
Analyzing The Environment for Advertising and Integrated Brand Promotion
Advertising, Integrated Brand Promotion, and Consumer Behavior
Market Segmentation, Positioning, and the Value Proposition
Advertising and Promotion Research
Planning Advertising and Integrated Brand Promotion
The Creative Process
Managing Creativity in Advertising and Integrated Brand Promotion
Creative Message Strategy
Executing the Creative
Placing The Message in Conventional and "New" Media
Media Planning Essentials
Media Planning: Newspapers, Magazines, Television, and Radio
Media Planning: Advertising and IBP in Digital/Interactive Media
Integrated Brand Promotion
Sales Promotion, Point-of-Purchase Advertising, and Support Media
Event Sponsorship, Product Placements, and Branded Entertainment
Integrating Direct Marketing and Personal Selling
Public Relations, Influencer Marketing, and Corporate Advertising

Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.