Advertising Campaign Strategy A Guide to Marketing Communication Plans

ISBN-10: 0324322712

ISBN-13: 9780324322712

Edition: 4th 2006

Authors: Donald Parente
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Description: How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.

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Book details

List price: $295.95
Edition: 4th
Copyright year: 2006
Publisher: Cengage South-Western
Publication date: 9/13/2005
Binding: Paperback
Pages: 432
Size: 6.38" wide x 9.25" long x 0.63" tall
Weight: 1.518
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 Consumers
The Research Foundation II: Market, Product, and Competitive Analyses
Appraising Opportunities and Setting Objectives
Building the Marketing Communication Strategy
Developing a Creative Strategy that Moves People
Media Strategy and Tactics
Integrated Communications
Enhancing the Marketing Communication Mix
Evaluating the Effectiveness of the Campaign
Preparing the Plans Book
Preparing a Winning Presentation
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