Advertising Campaign Strategy A Guide to Marketing Communication Plans

Name: Advertising Campaign Strategy A Guide to Marketing Communication Plans
Price: 4.93 USD
Availability: InStock
ISBN: 9780324322712

ISBN-10: 0324322712

ISBN-13: 9780324322712

Edition: 4th 2006

Authors: Donald Parente

List price: $199.95

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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.

Book details

List price: $199.95
Edition: 4th
Copyright year: 2006
Publisher: Cengage South-Western
Publication date: 9/13/2005
Binding: Paperback
Pages: 432
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 1.254
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