Advertising Campaign Strategy: A Guide to Marketing Communication Plans

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Dryden Press, 2000 - Advertising - 371 pages
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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Contents

Advertising from a Marketing Communications Perspective
1
Understanding Clients and Buyers
25
Comprehensive Investment Services
35
Copyright

14 other sections not shown

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About the author (2000)

Don Parente is a retired Professor of Advertising from Middle Tennessee State University.

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