Advertising Campaign Strategy: A Guide to Marketing Communication Plans
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Advertising from a Marketing Communications Perspective
Understanding Clients and Buyers
Comprehensive Investment Services
14 other sections not shown
Other editions - View all
achieve Advertising Age advertising campaign African Americans agency approach areas associations awareness basic beer brand equity brand loyalty brand personality Brandweek budget Budweiser Chapter client commercial company's compete competitive consumers copy testing coupons creative strategy customers database decisions demographic develop direct marketing effective elements evaluate example exposure feel firm focus frequency goals Hispanic ideas important integrated marketing communications Internet interviewer Leo Burnett lifestyle marketing communications marketplace McDonald's measure media objectives media planning media strategy message strategy Miller Lite offer perceptual map planners plans book presentation problems and opportunities product category psychographic public relations purchase questions reach respondents retailers sales promotion schedule segments sell situation analysis specific sumers tactics target audience target market techniques television tion trade typically understand users usually vertising