Advertising and Integrated Brand Promotion - Hardcover

O’Guinn, Thomas; Allen, Chris; Semenik, Richard J.

3.67

39 ratings by Goodreads

Hardcover

ISBN 10: 0324113803 ISBN 13: 9780324113808

Publisher: South-Western College Pub, 2002

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Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising and Integrated Brand Promotion, 3e continues the tradition of providing students with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.

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About the Author:

Thomas C. O'Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.

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