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Advertising and Integrated Brand Promotion

Angeline Close Scheinbaum author Thomas O'Guinn author Richard Semenik author

Format:Paperback

Publisher:Cengage Learning, Inc

Published:17th Aug '22

Should be back in stock very soon

Advertising and Integrated Brand Promotion cover

Gain an understanding of advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O’Guinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.

ISBN: 9780357721407

Dimensions: 276mm x 218mm x 16mm

Weight: 1043g

448 pages

9th edition