Advertising and integrated brand promotion/ (Record no. 23804)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03302nam a22002417a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9789386668639 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | English |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | O'GU |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Author name | O'Guinn Thomas |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising and integrated brand promotion/ |
| Statement of responsibility, etc | Thomas O'Guinn et.al.., |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 7th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Delhi: |
| Name of publisher | Cengage Learning India, |
| Year of publication | 2015. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xx, 407 pages: |
| Other physical details | Illustrations; |
| Dimensions | 28 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes Index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part 1: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.<br/>1. The World of Advertising and IBP.<br/>2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.<br/>3. The History of Advertising and Brand Promotion.<br/>4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.<br/>Part 2: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.<br/>5. Advertising, Integrated Brand Promotion, and Consumer Behavior.<br/>6. Market Segmentation, Positioning, and the Value Proposition.<br/>7. Advertising Research.<br/>8. Planning Advertising and Integrated Brand Promotion.<br/>Part 3: THE CREATIVE PROCESS.<br/>9. Managing Creativity in Advertising and IBP.<br/>10. Creative Message Strategy.<br/>11. Executing the Creative.<br/>Part 4: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA.<br/>12. Media Planning Essentials.<br/>13. Media Planning: Newspapers, Magazines, Television, and Radio.<br/>14. Media Planning: Advertising and IBP in Digital & Social Media.<br/>Part 5: INTEGRATED BRAND PROMOTION.<br/>15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.<br/>16. Event Sponsorship, Product Placements, and Branded Entertainment.<br/>17. Integrating Direct Marketing and Personal Selling.<br/>18. Public Relations, Influencer Marketing, and Corporate Advertising. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E from leading authors O'Guinn/Allen/Semenik/Close. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A 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 integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice – as the book's content follows the same process as an actual advertising agency. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject | Brand Promotion. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject | Marketing. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Author 2/ Editor | Allen Chris |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Author 2/ Editor | Semenik Richard J. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Author 2/ Editor | Scheinbaum Angeline Close. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Bill Date | Full call number | Accession Number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Institute of Public Enterprise, Library | Institute of Public Enterprise, Library | S Campus | 05/13/2025 | Laxmi Book Distributors | 1090.00 | 29-04-2025 | 659.1 O'GU | 49913 | 05/13/2025 | Books |
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