TY  - BOOK
AU  - Parente,Donald
TI  - Advertising campaign strategy: a guide to marketing communication plans 
SN  - 0324322712 (pbk.)
U1  - 659.113 21
PY  - 2006///
CY  - Mason, Ohio
PB  - Thomson/South-Western
KW  - Advertising campaigns
KW  - Communication in marketing
N1  - 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
N2  - 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.
UR  - http://www.loc.gov/catdir/toc/fy0605/2005931612.html
ER  -