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Advertising Campaign Strategy: A Guide to Marketing Communication Plans de Donald E. Parente

Advertising Campaign Strategy: A Guide to Marketing Communication Plans

Autor Donald E. Parente, Kirsten L. Strausbaugh-Hutchinson
en Limba Engleză Paperback – 31 iul 2014
How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succeed in the class now and get your project chosen in the future.
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Specificații

ISBN-13: 9781133434801
ISBN-10: 1133434800
Pagini: 401
Dimensiuni: 160 x 229 x 20 mm
Greutate: 0.52 kg
Ediția:Revised.
Editura: Cengage Learning

Notă biografică

Cuprins

1. Advertising from a Marketing Communications Perspective. 2. The Research Foundation Part One: Understanding Clients and Buyers. 3. The Research Foundation Part Two: Market Product, and Competitive Analyses. 4. Appraising Opportunities and Setting Objectives. 5. Building the Marketing Communication Strategy. 6. Developing a Creative Strategy that Moves People. 7. Integrated Communications. 8. Enhancing the Marketing Communication Mix. 9. Communication Planning: Media Strategy and Tactics. 10. Evaluating the Effectiveness of the Campaign. 11. Preparing the Plans Book. 12. Preparing a Winning Presentation. Index.