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.
"synopsis" may belong to another edition of this title.
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. Hardcover. Book Condition: New. 2nd. Bookseller Inventory # DADAX003021114X
Book Description Harcourt College Pub, 1999. Hardcover. Book Condition: New. book. Bookseller Inventory # 003021114X
Book Description South-Western College Pub, 1999. Hardcover. Book Condition: New. Bookseller Inventory # P11003021114X
Book Description South-Western College Pub. Hardcover. Book Condition: New. 003021114X New Condition. Bookseller Inventory # NEW6.1777606