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Advertising Campaign Strategy: A Guide to Marketing Communication Plans - Softcover

 
9780324322712: Advertising Campaign Strategy: A Guide to Marketing Communication Plans
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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.

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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.
Synopsis:
This textbook describes the process of developing a marketing communication plan for a client, and discusses tools for analyzing the company and the consumer, choosing the message strategy, building the brand, setting media objectives, and designing sales promotions. The fourth edition adds a section on marketing in the digital video recorder envir

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  • PublisherSouth-Western College Pub
  • Publication date2005
  • ISBN 10 0324322712
  • ISBN 13 9780324322712
  • BindingPaperback
  • Edition number4
  • Number of pages432
  • Rating

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9780324271904: Advertising Campaign Strategy

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  • 9780324422825: Advertising Campaign Strategy (ISE): A Guide to Marketing Communication Plans

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