02010nam a2200349 i 4500 OSt 20250408112109.0 250408t2012 -usao e 001 0 eng d 9780538479868 paperback PPAK eng PPAK rda 23 659.1 659.1 SEM G Semenik, Richard J., author. Advertising and Promotions : An Integrated Brand Approach / Richard J. Semenik, Chris T. Allen, Thomas C. O'Guinn, Hans Rudiger Kaufmann Sixth Edition Mason, Ohio : SOUTH-WESTERN CENGAGE Learning. 2012 ©2012 vi, 709 pages : colour photographs ; 28 cm text rdacontent unmediated rdamedia volume rdacarrier Previous edition: published in 2009 under title: Advertising and integrated brand promotion "International edition"--Cover Includes bibliographical references and index. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results Advertising Advertising Advertising media planning Branding (Marketing) Allen, Chris T., author. O'Guinn, Thomas C., author. Kaufmann, Hans Rudiger, author. ddc B 199346 199346 0 0 PPAK G 2025-04-22 0 659.1 SEM A00748752 2025-04-22 15:59:30 B