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050	0	0	_aHF5821 _b.O34
100	1		_aO'Guinn, Thomas C.
245	1	0	_aAdvertising and integrated brand promotion / _cThomas C. O'Guinn, Chris T. Allen, Richard J. Semenik.
250			_a4th ed.
260			_aMason, Ohio : _bThomson/South-Western, _c2006.
300			_axlviii, 781 p. : _bill. ; _c29 cm.
500			_aIncludes Index
505			_aPart 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.
650		0	_aAdvertising.
650		0	_aAdvertising media planning.
700	1		_aAllen, Chris T.
700	1		_aSemenik, Richard J.
942			_cBK