TY  - BOOK
AU  - Parente,Donald
TI  - Advertising campaign strategy: a guide to marketing communication plans 
SN  - 0324322712
AV  - HF5837 .A38 2006
U1  - 659.113 22
PY  - 2006///]
CY  - Mason, Ohio
PB  - Thomson/South-Western
KW  - Advertising campaigns
KW  - Planning
KW  - Communication in marketing
N1  - 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
ER  -