O'Guinn, Thomas C. creator author. Allen, Chris T. author. Scheinbaum, Angeline Close author. Semenik, Richard J. author. text bibliography at 2019 2019 Eighth edition. monographic eng

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xxiii, 425 pages : color illustrations ; 28 cm 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. Thomas Clayton O'Guinn, Professor of Marketing, Research Fellow, Center for Brand and Product Management, University of Wisconsin--Madison, Chris T. Allen, Arthur Beerman Professor of Marketing, University of Cincinnati, Angeline Close Scheinbaum, Associate Professor, University of Texas at Austin, Texas Advertising and Public Relations, Richard J. Semenik, Professor Emeritus of Marketing, Montana State University. Includes bibliographical references and index. Advertising Advertising media planning Advertising Advertising media planning HF5821 .O34 2019 659.1 O357 2019 9781337110211 2017952641 YDX 170817 20251027205709.0 19961195 eng