Parente, Donald, <br/><br/>
Advertising campaign strategy :  a guide to marketing communication plans / 
 Guide to marketing communication plans  Marketing communication plans 
Donald E. Parente. 
 - Fourth edition. 
 - xxvi, 400 pages :  illustrations ;  24 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> Advertising from a marketing communications perspective --  The research foundation part one : understanding clients and consumers --  The research foundation, part two : market, product, and competitive analyses --  Appraising opportunities and setting objectives --  Building the marketing communication strategy --  Developing a creative strategy that moves people --  Communication planning : media strategy and tactics --  Integrated communications --  Enhancing the marketing communication mix --  Evaluating the effectiveness of the campaign --  Preparing the plans book --  Preparing a winning presentation.  Ch. 1.  Ch. 2.  Ch. 3.  Ch. 4.  Ch. 5.  Ch. 6.  Ch. 7.  Ch. 8.  Ch. 9.  Ch. 10.  Ch. 11.  Ch. 12. 
<br/><br/><label>ISBN: </label>0324322712 9780324322712 
<br/><br/><label>LCCN: </label>2005931612 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising campaigns<br/>Advertising campaigns--Planning<br/>Communication in marketing
<br/><br/><label>LC Class. No.: </label>HF5837  / .A38 2006 
<br/><br/><label>Dewey Class. No.: </label>659.113