Request for consultation

Thanks for your request. You’ll soon be chatting with a consultant to get the answers you need.
{{formPostErrorMessage.message}} [{{formPostErrorMessage.code}}]
First Name is required. 'First Name' must contain at least 0 characters 'First Name' cannot exceed 0 characters Please enter a valid First Name
Last Name is required. 'Last Name' must contain at least 0 characters 'Last Name' cannot exceed 0 characters Please enter a valid Last Name
Institution is required.
Discipline is required.
Why are you contacting us today? is required. 'Why are you contacting us today?' must contain at least 0 characters 'Why are you contacting us today?' cannot exceed 0 characters Please enter a valid Why are you contacting us today?

Advertising Campaign Strategy: A Guide to Marketing Communication Plans 5th Edition

Donald Parente | Kirsten Strausbaugh-Hutchinson

  • Published

Textbook Only Options

Traditional eBook and Print Options

{{collapseContainerClosed['9781133434801_txtbook_0'] ? 'Show More' : 'Show Less'}}
z

  • ISBN-10: 1305481283
  • ISBN-13: 9781305481282
  • STARTING AT $28.99

  • STARTING AT $37.49

  • ISBN-10: 1133434800
  • ISBN-13: 9781133434801
  • Bookstore Wholesale Price $178.00
  • RETAIL $236.95

Overview

ADVERTISING CAMPAIGN STRATEGY 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. This text is a perfect addition to a principles of advertising text.

Donald Parente, Middle Tennessee State University

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

Kirsten Strausbaugh-Hutchinson, University of Georgia

Kirsten Strausbaugh is Professor of Advertising at the University of Georgia. She received her PhD at the University of Florida. Dr. Strausbaugh teaches Advertising Message Strategy, Advanced Portfolio, Graphic Communication, and Advertising Campaigns. She serves as faculty advisor to the UGA AdClub, the student-run ad agency Hooper Sanford Baldwin Thomas, and the design house Studio120. Her instructional activities, in conjunction with these student-run organizations, are designed to promote advertising as a major and to provide students with exposure to professionals and issues in the field. Additionally, she coordinates and serves as faculty escort for the AdClub's annual New York Agency Tour.

Advertising Campaign Strategy: A Guide to Marketing Communication Plans

TABLE OF CONTENTS

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.