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ADVERTISING CAMPAIGN STRATEGY 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. This text is a perfect addition to a principles of advertising text.
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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.
"About this title" may belong to another edition of this title.
- PublisherSouth Western College
- Publication date1980
- ISBN 10 0324422822
- ISBN 13 9780324422825
- BindingPaperback
- Edition number4
- Number of pages432
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Advertising Campaign Strategy (ISE): A Guide to Marketing Communication Plans
Published by
South Western College
(1980)
ISBN 10: 0324422822
ISBN 13: 9780324422825
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Softcover
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Book Description Condition: Good. Most items will be dispatched the same or the next working day. Ex library copy with usual stamps & stickers. Seller Inventory # wbs9482227570
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Advertising Campaign Strategy (ISE): A Guide to Marketing Communication Plans
Published by
South Western College
(1980)
ISBN 10: 0324422822
ISBN 13: 9780324422825
Used
Softcover
Quantity: 1
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Book Description Condition: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Seller Inventory # Z1-C-081-02075
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Advertising Campaign Strategy (ISE): A Guide to Marketing Communication Plans
Published by
South Western College
(1980)
ISBN 10: 0324422822
ISBN 13: 9780324422825
Used
Softcover
Quantity: 1
Seller:
Rating
Book Description Condition: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. May contain underlining and/or highlighting. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Seller Inventory # Z1-H-005-01730
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