Advertising and Integrated Brand Promotion | 8th Edition

Thomas O'Guinn/Chris Allen/Angeline Close Scheinbaum/Richard J. Semenik

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MindTap Marketing for O’Guinn/Allen/Close Scheinbaum/Semenik's Advertising and Integrated Brand Promotion, 8th edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course -- to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap gives you complete ownership of your content and learning experience. Quiz questions for each chapter, case studies, homework assignments, Ad Age assignments and video assessments provide opportunities for students to reinforce their learning and think critically about key advertising concepts. Easily customize your course to emphasize the most important topics, and add your own material or notes in the eBook.

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Show students how hard work and careful planning lead to strong advertising with O’Guinn/Allen/Close Scheinbaum/Semenik's ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. Bring advertising strategy to life with dynamic visuals and examples from today's most contemporary ads. This integrated learning experience focuses on advertising results and business success. A leader for its emphasis on integrated brand promotion and supporting theme of synergy, this edition combines advertising fundamentals with a new unifying conceptual framework and the latest advertising trends. Coverage of social media, design thinking, and globalization exemplifies developments in today's digital society. Students examine concepts in the context of real advertising practice as content follows the process of an actual advertising agency. Comprehensive MindTap integrates discussion of video and other medium.