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TitleAdvertising campaign strategy : a guide to marketing communication plans
Author Donald Parente
Imprint Fort Worth, TX : The Dryden Press, 2000
Edition 2nd ed
Descript xxi, 371 p.; 24 cm

CONTENT

Advertising from a marketing communications perspective -- The research foundation I: understanding clients and buyers -- The research foundation II: Market, product, and competitive analyses -- Equity, problems, opportunities, and objectives -- Building the marketing communication strategy -- Developing a creative strategy that moves people -- Media strategy and tactics -- Related marketing communication -- Enhancing the marketing communication mix -- Evaluating the effectiveness of the campaign -- Preparing the plans book


Advertising Campaigns Marketing Communication

LOCATIONCALL#STATUS
Communication Arts Library659.1 P228A 2000CHECK SHELVES

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