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Advertising campaign strategy : a guide to marketing communication plans / Donald Parente.

By: Parente, Donald E.
Publisher: Mason, Ohio : Thomson/South-Western, c2004Edition: 3rd ed.Description: xxvii, 404 p. : ill. ; 24 cm.ISBN: 0324271905 (hbk).Subject(s): Advertising campaigns | Communication in marketingDDC classification: 659.113
Contents:
1. Advertising from a marketing communications perspective. 2. The research foundation Part one: Understanding clients and buyers. 3. The research foundation Part two: 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. Related marketing communications. 9. Enhancing the marketing communication mix. 10. Evaluating the effectiveness of the campaign. 11. Preparing the plans book. 12. Preparing a winning presentation.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 8

 659.113 PAR (Browse shelf) 1 Available SOMAC,09030,03,RA | SOMAC,91603,03,RM 5000033738
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 8

 659.113 PAR (Browse shelf) 1 Available SLASx,05000,03,CL | SOCxx,91603,03,RM 5000008720

Includes bibliographical references and index.

1. Advertising from a marketing communications perspective. 2. The research foundation Part one: Understanding clients and buyers. 3. The research foundation Part two: 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. Related marketing communications. 9. Enhancing the marketing communication mix. 10. Evaluating the effectiveness of the campaign. 11. Preparing the plans book. 12. Preparing a winning presentation.