Advertising campaign strategy : a guide to marketing communication plans /
Parente, Donald.
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
Includes bibliographical references and index.
CHAPTER 1
Advertising from a Marketing Communications Perspective 1
CHAPTER 2
The Research Foundation Part One: Understanding Clients
and Buyers 29
CHAPTER 3
The Research Foundation Part Two: Market Product,
and Competitive Analyses 65
CHAPTER 4
Appraising Opportunities and Setting Objectives 95
CHAPTER 5
Building the Marketing Communication Strategy 119
CHAPTER 6
Developing a Creative Strategy that Moves People 155
CHAPTER 7
Communication Planning: Media Strategy and Tactics 187
CHAPTER 8
Integrated Communications 225
CHAPTER 9
Enhancing the Marketing Communication Mix 255
CHAPTER 10
Evaluating the Effectiveness of the Campaign 293
CHAPTER 11
Preparing the Plans Book 317
CHAPTER 12
Preparing a Winning Presentation 349
This leading text not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive and detailed campaign guide is outlined to take students step-by-step through the advertising process. Nine out of the top 10 Advertising and Journalism schools in the US use Parente's Advertising Campaign Strategy.
0324322712 (pbk.)
2005931612
Advertising campaigns.
Communication in marketing.
659.113 / P.D.A.
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
Includes bibliographical references and index.
CHAPTER 1
Advertising from a Marketing Communications Perspective 1
CHAPTER 2
The Research Foundation Part One: Understanding Clients
and Buyers 29
CHAPTER 3
The Research Foundation Part Two: Market Product,
and Competitive Analyses 65
CHAPTER 4
Appraising Opportunities and Setting Objectives 95
CHAPTER 5
Building the Marketing Communication Strategy 119
CHAPTER 6
Developing a Creative Strategy that Moves People 155
CHAPTER 7
Communication Planning: Media Strategy and Tactics 187
CHAPTER 8
Integrated Communications 225
CHAPTER 9
Enhancing the Marketing Communication Mix 255
CHAPTER 10
Evaluating the Effectiveness of the Campaign 293
CHAPTER 11
Preparing the Plans Book 317
CHAPTER 12
Preparing a Winning Presentation 349
This leading text not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive and detailed campaign guide is outlined to take students step-by-step through the advertising process. Nine out of the top 10 Advertising and Journalism schools in the US use Parente's Advertising Campaign Strategy.
0324322712 (pbk.)
2005931612
Advertising campaigns.
Communication in marketing.
659.113 / P.D.A.