TY  - BOOK
AU  - Parente,Donald E.
TI  - Advertising campaign strategy: a guide to marketing communication plans 
SN  - 003021114X
U1  - 659.113 
PY  - 2000///
CY  - Fort Worth, Tex.
PB  - The Dryden Press
KW  - Advertising campaigns
KW  - Communication in marketing
N1  - Preface.  - Ch.  1.  Advertising from a marketing communications perspective.  - Ch.  2.  The research foundation I : understanding clients and buyers.   - Ch.  3.  The research foundation II : market, product, and competitive analyses.  - Ch.  4.  Equity, problems, opportunites, and objectives.  - Ch.  5.  Buidling the marketing communication strategy.  - Ch.  6.  Developing a creative strategy that moves people.  - Ch.  7. Media strategy and tactics.  - Ch.  8.  Related marketing communication.  - Ch.  9.  Enchancing the marketing communication mix.  - Ch. 10. Evaluating the effectiveness of the campaign.  - Ch.  11. Preparing the plans book.  - Ch.  12.  Preparing a winning presentation.  - Index
ER  -