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

By: Parente, Donald E.
Series: The Dryden Press series in makreting. Publisher: Fort Worth, Tex. : The Dryden Press, 2000Edition: 2nd ed.Description: xxi, 371 p. ; 25 cm.ISBN: 003021114X.Subject(s): Advertising campaigns | Communication in marketingDDC classification: 659.113
Contents:
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
659.113 PAR (Browse shelf) 1 Available SOMAC,37000,03,RA | SOMAC,91602,03,RM 5000033993
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,91602,03,RM 5000033992
Main Collection Taylor's Library-TU
659.113 PAR (Browse shelf) 1 Available SOMAC,09030,03,RA | SOMAC,91602,03,RM 5000033991

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.