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Advertising Campaign Strategy: A Guide to Marketing Communication Plans (Dryden Press Series in Marketing) - Hardcover
Synopsis
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.
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Review
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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- PublisherCengage Learning
- Publication date1980
- ISBN 10 003021114X
- ISBN 13 9780030211140
- BindingHardcover
- LanguageEnglish
- Edition number2
- Number of pages371
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Advertising Camp Strategy
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Advertising Campaign Strategy: A Guide to Marketing Communication Plans
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ISBN 10: 003021114X
ISBN 13: 9780030211140
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Advertising Camp Strategy
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Advertising Campaign Strategy: A Guide to Marketing Communication Plans
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Advertising Campaign Strategy: A Guide to Marketing Communication Plans
Seller: Anybook.com, Lincoln, United Kingdom
Seller rating 5 out of 5 stars
Condition: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,750grams, ISBN:9780030211140. Seller Inventory # 9735605
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Advertising Campaign Strategy: A Guide to Marketing Communication Plans
Published by
South Western Educational Publishing, 1999
ISBN 10: 003021114X
ISBN 13: 9780030211140
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Advertising Campaign Strategy: A Guide to Marketing Communication Plans Parente, Donald
Published by
South-Western College Pub, 1999
ISBN 10: 003021114X
ISBN 13: 9780030211140
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