TY  - BOOK
AU  - O'Guinn,Thomas C.
AU  - Allen,Chris T.
AU  - Semenik,Richard J.
TI  - Advertising and integrated brand promotion
SN  - 0324289561 
SN  - 978032432
AV  - HF5821 .O34 
PY  - 2006///
CY  - Mason, Ohio
PB  - Thomson/South-Western
KW  - Advertising
KW  - Advertising media planning
N1  - Includes Index; Part 1: The Process : Advertising and Integrate Brand Promotion in Business and Society 
Chapter 1: The World of Advertising and Integrated Brand Promotion 
Chapter 2: The Structure of the Advertising Industry : Advertisers, Advertising Agencies, and Support Organizations 
Chapter 3: The Evolution of Promoting and Advertising Brands 
Chapter 4: Social, Ethical and Regulatory Aspects of Advertising
 
Part 2: The Planning : Analyzing the Advertising and Integrated Brand Promotion Environment 
Chapter 5: Advertising, Integrated Brand Promotion and Consumer Behavior 
Chapter 6: Market Segmentation, Positioning and the Value Proposition
Chapter 7: Advertising and Promotion Research 
Chapter 8: Planning Advertising and Integrated Brand Promotion 
Chapter 9: Advertising Planning : An International Perspective 

Part 3:  Preparing the Message 
Chapter 10: Creativity, Advertising and the Brand 
Chapter 11: Message Strategy 
Chapter 12: Copywriting 
Chapter 13: Art Direction and Production 

Part 4: Placing the Message in Conventional and "New" Media
Chapter 14: Media Strategy and Planning for Advertising and IBP 
Chapter 15: Media Planning : Print, Television and Radio 
Chapter 16: Media Planning : Advertising and IBP on the Internet 

Part 5: Integrated Brand Promotion 
Chapter 17: Support Media, Event Sponsorship and Branded Entertainment
Chapter 18: Sales Promotion and Point-of-Purchase Advertising 
Chapter 19: Direct Marketing 
Chapter 20: Public Relations and Corporate Advertising
ER  -