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ISBN-13 · 9780357721407ISBN-10 · 0357721403Publisher · Cengage LearningFormat · Paperback, 448 pagesPublished · 2022Language · English
Advertising and Integrated Brand Promotion
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About this book
Introduce 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, while addressing industry shifts, from pandemic-prompted changes in consumer behavior and e-commerce to influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and forms of branding and marketing. A leader for its emphasis on integrated brand promotion with a supporting theme of synergy, this edition combines advertising fundamentals with a unifying conceptual framework and the latest advertising and marketing trends for top brands. The authors focus on advertising and marketing scholarship with insights, theory and practice that's applicable for those pursuing business as well as communication or advertising. MindTap digital resources further strengthen understanding.