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| 001 | 14059398 | ||
| 005 | 20180725112136.0 | ||
| 008 | 050801s2006 ohua f b 001 0 eng d | ||
| 010 | _a 2005931612 | ||
| 020 | _a0324322712 (pbk.) | ||
| 035 | _a(OCoLC)ocm62331222 | ||
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_aEKL _cEKL _dDLC _erda |
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| 042 | _alccopycat | ||
| 082 | 0 | 4 |
_221 _a659.113 _bP.D.A. |
| 100 | 1 |
_aParente, Donald. _912446 _eauthor |
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| 245 | 1 | 0 |
_aAdvertising campaign strategy : _ba guide to marketing communication plans / _cDonald E. Parente. |
| 246 | 3 | 0 | _aGuide to marketing communication plans |
| 246 | 3 | 0 | _aMarketing communication plans |
| 250 | _aFourth edition | ||
| 264 | 1 |
_aMason, Ohio : _bThomson/South-Western, _cc2006. |
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| 300 |
_axxvi, 400 pages : _billustrations ; _c24 cm |
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| 336 |
_2rdacontent _atext |
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| 337 |
_2rdamedia _aunmediated |
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| 338 |
_2rdacarrier _avolume |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 8 | _aCHAPTER 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 | |
| 520 | _aThis 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. | ||
| 650 | 0 |
_aAdvertising campaigns. _912447 |
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| 650 | 0 |
_aCommunication in marketing. _912448 |
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| 856 | 4 | 1 |
_3Table of contents _uhttp://www.loc.gov/catdir/toc/fy0605/2005931612.html |
| 906 |
_a7 _bcbc _ccopycat _d3 _eepcn _f20 _gy-gencatlg |
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