Adverstising And Integrated Brand Promotion

by O'Guinn Allen Semenik, Thomas O'Guinn

This edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads.

Genres: Business, School

726 pages, Paperback

First published February 1, 2002

Reviews

[Caitlin]

As far as textbooks go I enjoyed this book! I'm a marketing nerd and though it didn't offer anything groundbreaking to me, it provided great fundamentals about marketing in general and then the specific channels and strategic operations that are a part of it.

[Ottotan]

It's spent more time to introduce consumer insight & behavior from marketing respective but lack of practice guideline for IMC