Advertising Campaign Strategy

ISBN-10: 0324271905

ISBN-13: 9780324271904

Edition: 3rd 2004

Authors: Donald Parente
List price: $170.95
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Description: This leading text not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive and detailed campaign guide is outlined to take students step-by-step through the advertising process. This text is a perfect addition to a principles of advertising text.

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Book details

List price: $170.95
Edition: 3rd
Copyright year: 2004
Publisher: Cengage South-Western
Publication date: 7/14/2003
Binding: Hardcover
Pages: 432
Size: 6.50" wide x 9.25" long x 1.00" tall
Weight: 1.650
Language: English

Don Parente is a retired Professor of Advertising from Middle Tennessee State University.

Advertising from a Marketing Communications Perspective
The Research Foundation I: Understanding Clients and Buyers
The Research Foundation II: Market, Product, and Competitive Analyses
Equity, Problems, Opportunities, and Objectives
Building the Marketing Communication Strategy
Developing a Creative Strategy that Moves People
Media Strategy and Tactics
Related Marketing Communication Mix
Enhancing the Marketing Communication Mix
Evaluating the Effectiveness of the Campaign
Preparing the Plans Book
Preparing a Winning Presentation
Table of Contents provided by Publisher. All Rights Reserved.
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