Advertising campaign strategy : a guide to marketing communication plans / Donald E. Parente.
Material type: TextPublisher: Mason, Ohio : Thomson/South-Western, [2006]Copyright date: ©2006Edition: Fourth editionDescription: xxvi, 400 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0324322712
- 9780324322712
- Guide to marketing communication plans
- Marketing communication plans
- 659.113 22
- HF5837 .A38 2006
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 659.113 PAR (Browse shelf(Opens below)) | 1 | Long Overdue (Lost) Issued | 01/08/2024 | A396721B |
Includes bibliographical references and index.
Ch. 1. Advertising from a marketing communications perspective -- Ch. 2. The research foundation part one : understanding clients and consumers -- Ch. 3. The research foundation, part two : market, product, and competitive analyses -- Ch. 4. Appraising opportunities and setting objectives -- Ch. 5. Building the marketing communication strategy -- Ch. 6. Developing a creative strategy that moves people -- Ch. 7. Communication planning : media strategy and tactics -- Ch. 8. Integrated communications -- Ch. 9. Enhancing the marketing communication mix -- Ch. 10. Evaluating the effectiveness of the campaign -- Ch. 11. Preparing the plans book -- Ch. 12. Preparing a winning presentation.
Machine converted from AACR2 source record.
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