Normal view MARC view ISBD view

Close Scheinbaum, Angeline author

Advertising & integrated brand promotion / Angeline Close Scheinbaum, Thomas Clayton O' Guinn & Richard J. Semenik - Ninth Edition - Boston : Cengage Learning EMEA ; 2023 - xxiii, 425 pages : color illustrations ; 28 cm

Includes bibliographical references and appendices.

Advertising and integretrated brand promotion in business and society -- Analyzing the environment for advertising and integrated brand promotion -- The creative process -- The media process -- Integrated brand promotion.

ISBN: 9780357721407

Subjects--Topical Terms:
Advertising.
Advertising media planning.

Index Terms--Curriculum Objective:
Business Administration, College of--Advertising & integrated brand promotion.

LC Class. No.: (CBA) HF5821 / 2023 C645