TY  - BOOK
AU  - Schultz,Don E.
AU  - Barnes,Beth E.
TI  - Strategic advertising campaigns
SN  - 0844230154
U1  - 659.113 
PY  - 1995///
CY  - Lincolnwood, Ill.
PB  - NTC Business Books
KW  - Advertising campaigns
N1  - List of Illustrations. - Preface. - Introduction : Change and the New Marketplace. - Pt. 1. Before the Campaign Begins: Understanding Consumers and Consumer Power. Ch. 1. Advertising Through the Eye of the Consumer. Ch. 2. Advertising Planning: From the Inside Out and From the Outside In. Ch. 3. How Consumers Act and React. Ch. 4. Consumer Research. - Pt. II. Campaign Strategy: The Elements of Effective Campaigns. Ch. 5. Budgeting for Advertising and Marketing Communications Campaigns. Ch. 6. Strategy: The Key to Every Sucessful Campaign. Ch. 7. Advertising: Delivering Messages. Ch. 8. Consumer Sales Promotion. Ch. 9. Channel Messages and Trade Incentives. Ch. 10. Marketing Public Relations: Mediated Messages. Ch. 11. Direct Marketing: Building Relationships. Ch. 12. Retaining Customers: Packaging, Point of Sale, Advertising Specialties, and Directories. Ch. 13. Media: The Contract Points. - Pt. III. Campaign Evaluation: Issues in Campaign Management. Ch. 14. Measuring the Effects of the Advertising Campaign. Ch. 15. Selling Management on the Campaign Plan. Ch. 16. Social Responsibility and Ethical Issues in Marketing Communications. - Suggestions for Further Reading. - About the Authors
ER  -