Richard J. Semenik

Thomas C. O'Guinn

Chris T. Allen

Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising and Integrated Brand Promotion, 3e continues the tradition of providing students with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.

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