Advertising and Integrated Brand Promotion

O’Guinn/Allen/Semenik’s ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E places the reader in the midst of today’s fast-paced, exhilarating world of advertising — demonstrating how good advertising is the result of hard work and careful planning. 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.

Nanci Arvizu, Writing and Reviews Editor

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Write, Publish, Promote. Words I am learning to live by. Want this to be your motto too? Join me and together we'll navigate the path to publishing success.

3 Comments

  1. Pretty good textbook Some concepts are not coherent and not consistent. Even sometimes some information differs. Like amounts. Found a few places where in 1 chapter the amount was $2-3 billion different, dependent of the source (same year). I would prefer better structure as it is primarily a textbook. I have to say I have learned a lot from the textbook. It was worth over $100 for the knowledge and the grade I received.

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