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Advertising and Integrated Brand Promotion (MindTap Course List)
by Thomas O'Guinn, Chris Allen, Angeline Close Scheinbaum, Richard Semenik
Advertising and Integrated Brand Promotion offers students a course-focused introduction to advertising, branding, and coordinated promotional communication. It provides a foundation for understanding how advertising fits within broader marketing efforts and supports the study of integrated brand promotion in an academic setting.
About This Book
Advertising and Integrated Brand Promotion presents an academic overview of advertising and brand promotion within the broader field of marketing.
The book examines how promotional communication can support brand development and coordinated marketing efforts.
Written for learners, it provides course-oriented coverage suitable for studying advertising principles and integrated brand promotion.
Its inclusion in the MindTap Course List indicates a format intended to complement structured educational coursework.
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