O'Guinn, Thomas C. Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. - 3rd ed. - Mason, Ohio : Thomson/South-Western, c2003. - xxxix, 773 p. : col. ill. ; 29 cm. Includes index ISBN: 0324113803 (hbk.) Subjects--Topical Terms: Advertising media planning.Advertising. Dewey Class. No.: 659.1 / OGU