TY  - BOOK
AU  - O'Guinn, Thomas C.
AU  - Semenik,Richard J.
AU  - Allen,Chris T.
TI  - Advertising and integrated brand promotion
SN  - 0324317182
AV  - HF 5821 O33A 2006
PY  - 2006///
CY  - Mason, Ohio
PB  - Thomson/South-Western
KW  - ADVERTISING
KW  - ADVERTISING MEDIA PLANNING
N1  - Includes bibliographical references and index; The process : advertising integrated brand promotion in business and society; The planning : analyzing the advertising and integrated brand promotion environment; Preparing the message; Placing the message in conventional and New media; Part 5 Integrated brand promotion
ER  -