Advertising management : Thomas C. OGuinn, Chris T. Allen & Richard J. Semenik. with integrated brand promotion /

Advertising management with integrated brand promotion, is different in that it explicity acknowledges that advertising and promotopm are all about brands. Brands can be goods or services, things or people (for example, political candidates, performers), and advertising and promotion are about markets projecting brands into the consciousness of consumers.
This edition is also about taking a wider view of advertising and promotion. The truth these days is that any boundary between advertising and other forms of promotion os a pretty porous border. We acknowledge that point without making a big deal of it and without ignoring the fundamentals of the advertising and promotional processes. In fact, we have made it bery easy for instructors to cover what they want. We think that advertising and promotion should be discussed between the covers of the same book, just as their coordinated integration should occur in practice.