Advertising and integrated brand promotion - O'Guinn, Thomas C.; Allen, Chris T.; Scheinbaum, Angeline Close; Semenik, Richard J. (Australia ; Boston, MA, USA : Cengage, 2019)
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.
Includes bibliographical references and index.
Keywords: Advertising; Advertising media planning; Advertising; Advertising media planning