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. Nine out of the top 10 Advertising and Journalism schools in the US use Parente's Advertising Campaign Strategy.
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1. Advertising from a Marketing Communications Perspective. 2. The Research Foundation I: Understanding Clients and Consumers. 3. The Research Foundation II: 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. Media Strategy and Tactics. 8. Integrated Communications. 9. Enhancing the Marketing Communication Mix. 10. Evaluating the Effectiveness of the Campaign. 11. Preparing the Plans Book. 12. Preparing a Winning Presentation.About the Author:
Don Parente is a retired Professor of Advertising from Middle Tennessee State University.
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Book Description Harcourt College Pub, 1999. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service!. Bookseller Inventory # ABE_book_new_003021114X
Book Description Harcourt College Pub, 1999. Hardcover. Book Condition: New. book. Bookseller Inventory # 003021114X
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800302111401.0
Book Description South-Western College Pub, 1999. Hardcover. Book Condition: New. Bookseller Inventory # P11003021114X