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

By:

Parente, Donald [author]

Material type: Text

TextPublisher: Mason, Ohio : Thomson/South-Western, c2006Edition: Fourth editionDescription: xxvi, 400 pages : illustrations ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0324322712 (pbk.)

Other title:

Guide to marketing communication plans
Marketing communication plans

Subject(s):

DDC classification:

21 659.113 P.D.A.

Online resources:

Table of contents

Contents:

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

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Main library B8	Commerce and business administration ( Marketing )	659.113 P.D.A. (Browse shelf(Opens below))	Missing		00001174

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.

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