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

By: Material type: TextTextPublisher: Mason, Ohio : Thomson/South-Western, [2006]Copyright date: ©2006Edition: Fourth editionDescription: xxvi, 400 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0324322712
  • 9780324322712
Other title:
  • Guide to marketing communication plans
  • Marketing communication plans
Subject(s): DDC classification:
  • 659.113 22
LOC classification:
  • HF5837 .A38 2006
Contents:
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.
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Holdings
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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