Advertising Campaign Strategy: A Guide to Marketing Communication Plans / Edition 4

Advertising Campaign Strategy: A Guide to Marketing Communication Plans / Edition 4

by Donald Parente
     
 

ISBN-10: 0324322712

ISBN-13: 9780324322712

Pub. Date: 09/13/2005

Publisher: Cengage Learning


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…  See more details below

Overview


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 succeed in the class now and get your project chosen in the future.

Product Details

ISBN-13:
9780324322712
Publisher:
Cengage Learning
Publication date:
09/13/2005
Edition description:
Older Edition
Pages:
400
Product dimensions:
6.46(w) x 9.28(h) x 0.62(d)

Table of Contents


1. Advertising from a Marketing Communications Perspective. 2. The Research Foundation Part One: Understanding Clients and Buyers. 3. The Research Foundation Part Two: Market Product, and Competitive Analyses. 4. Appraising Opportunities and Setting Objectives. 5. Building the Marketing Communication Strategy. 6. Developing a Creative Strategy that Moves People. 7. Integrated Communications. 8. Enhancing the Marketing Communication Mix. 9. Communication Planning: Media Strategy and Tactics. 10. Evaluating the Effectiveness of the Campaign. 11. Preparing the Plans Book. 12. Preparing a Winning Presentation. Index.

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