Strategic Advertising Campaigns

Schultz, Don E., Barnes, Beth

ISBN 10: 0844230154 / ISBN 13: 9780844230153

Published by McGraw-Hill Trade, 1994

Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 5351722-20

Synopsis:

An IMC model shows students how campaign goals can be achieved through a tactical blend of advertising, sales promotion, public relations, direct marketing, packaging, and point-of-sale promotions. The text introduces new insights into consumer behavior, market segmentation, and one-on-one communications strategy.

Strategic Advertising Campaigns:

• Guides students through every phase of planning and implementing an advertising campaign.
• Fosters lively discussions as students learn the thinking behind the campaign.
• Illustrates how utilizing different promotional techniques can maximize new product sales and revive sales of declining products.
• Stimulates break-out thinking by providing an overview of all the alternatives open to a campaign planner.

About the Author: Don E. Schultz is Professor of Advertising and Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, where he and his associates have pioneered the country's first graduate program in Integrated Marketing Communications. He is also President of his own marketing communications and management firm, Agora, Inc., Evanston, Illinois.Before joining Northwestern in 1977, Schultz was Senior Vice President of Tracy Locke Advertising and Public Relations in Dallas. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the United States, Europe, South America and Asia.Schultz is Editor, Journal of Direct Marketing, Director of the Promotion Marketing Association of America, and the first recipient of the Direct Marketing Educator of the Year Award, presented by the Direct Marketing Educational Foundation.

Bibliographic Details

Title: Strategic Advertising Campaigns
Publisher: McGraw-Hill Trade
Publication Date: 1994
Binding: Hardcover
Condition: Very Good
Edition: 4th Edition.