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Advertising and Integrated Brand Promotion

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ISBN-10: 1285187814

ISBN-13: 9781285187815

Edition: 7th 2015

Authors: Thomas O'Guinn, Chris Allen, Richard J. Semenik, Angeline Close Scheinbaum

List price: $252.95
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Description:

Place yourself in the midst of today's fast-paced exhilarating world of advertising with O'Guinn/Allen/Semenik/Close's ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E. This powerful and practical cutting-edge text draws from the authors' vast experiences in the boardroom and classroom to give you intriguing insights into advertising in the real world. With ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E you'll see how good advertising is the result of hard work and careful planning. The comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery. A leader for its emphasis on…    
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Book details

List price: $252.95
Edition: 7th
Copyright year: 2015
Publisher: Cengage Learning
Publication date: 2/13/2014
Binding: Paperback
Pages: 432
Size: 8.25" wide x 10.50" long x 0.75" tall
Weight: 2.442

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.

Angeline Close Scheinbaum teaches in the Department of Advertising and Public Relations in the College of Communication at the University of Texas at Austin. Her main research interest is in the area of event marketing--namely, how consumers' experiences at sponsored events influence attitudes and consumer behavior. Her research explains how to engage consumers with events, how to uncover drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, what the role of sponsor-event congruity is, and why consumers may resist events. Professor Close Scheinbaum also researches consumers' experiences with electronic marketplaces-online…