000			01931cam a2200229 a 4500
001			vtls002446060
003			MY-SjTCS
005			20200306154103.0
008			110218s1995 ilua 00 0 eng
020			_a0844230154
039		9	_a201209181415 _bizani _c201102181514 _dVLOAD _y200407271939 _zVLOAD
082	0	4	_a659.113 _bSCH
100	1		_aSchultz, Don E. _95520
245	1	0	_aStrategic advertising campaigns / _cDon E. Schultz, Beth E. Barnes.
250			_a4th ed.
260			_aLincolnwood, Ill. : _bNTC Business Books, _cc1995.
300			_axxvi, 370 p. : _bill. ; _c25 cm.
505	0		_aList 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.
650		0	_aAdvertising campaigns. _9202672
700	1		_aBarnes, Beth E. _9206701
920			_aSOC : 201168, 201169, 201212
999			_c24934