Higher Education

Advertising Campaign Strategy: A Guide to Marketing Communication Plans, 4th Edition

  • Donald Parente Middle Tennessee State University
  • ISBN-10: 0324322712  |  ISBN-13: 9780324322712
  • 432 Pages
  • Previous Editions: 2004, 2000, 1996
  • © 2006 | Published
  • College Bookstore Wholesale Price = $216.00
  • Newer Edition Available



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.

Table of Contents

1. Advertising from a Marketing Communications Perspective.
2. The Research Foundation I: Understanding Clients and Consumers.
3. The Research Foundation II: 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. Media Strategy and Tactics.
8. Integrated Communications.
9. Enhancing the Marketing Communication Mix.
10. Evaluating the Effectiveness of the Campaign.
11. Preparing the Plans Book.
12. Preparing a Winning Presentation.

Meet the Author

Author Bio

Donald Parente

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