Higher Education

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

  • Donald Parente Middle Tennessee State University
  • Kirsten Strausbaugh-Hutchinson University of Georgia
  • ISBN-10: 1133434800  |  ISBN-13: 9781133434801
  • 432 Pages
  • Previous Editions: 2006, 2004, 2000
  • © 2015 | Published
  • College Bookstore Wholesale Price = $216.00
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About

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.

Features and Benefits

  • The chapters of this book are organized around a sequential campaign process which develops into a marketing communication plan.
  • Chapter 1 explores the mindset necessary to develop and execute a marketing communication campaign.
  • Chapters 2 and 3 examine the principles and tools to analyze the background information.
  • Chapter 4 covers turning problems and opportunities into campaign objectives.
  • Chapter 5 discusses the development of campaign strategy.
  • Chapters 6, 7, and 8 address ways to execute the campaign strategy through the development of message, media, and integrated communication plans.
  • Chapter 9 looks at the extra, but often substantial, things that can be done to enhance a marketing communication campaign.
  • Chapter 10 shows how to evaluate a campaign.
  • Chapter 11 examines the way to put together a comprehensive plans book.
  • Chapter 12 discusses various ways to put together a winning presentation.

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.

What's New

  • Updated campaign references and ad examples throughout.
  • Updated data throughout- MRI, consumer demographics/psychographics, etc.
  • Added play to the creative process throughout– including discussion of creative briefs, brainstorming, concepts, and creative executions– to a level that equals already existing research, strategy, and media detail.
  • Written to reflect the market's current interdisciplinary plan approach vs. previously an advertising plan with some IMC components offered as support.
  • Written with the new consumer mindset and new media landscape in mind.
  • Chapter 1 - Overview of advertising in the digital era.
  • Chapter 2 - Niche market section (e.g., info on Hispanic, African American, LGBT markets, etc.) from previous chapter 9 moved to consumer research section. Additional demo/psychographic and media data added.
  • Chapter 3 - Discussion of IBISWorld and Mintel added to market sources.
  • Chapter 6 - Additional, detailed discussion on how to craft a creative brief, including agency formats and examples.
  • New ad examples in the discussion of positioning and strategic direction.
  • Completely new sections on developing campaign concepts and brainstorming techniques.
  • Previous 'Points to Consider When Creating Ads, Radio, TV, etc' from chapter 11 moved to this chapter.
  • Chapter 7 - Addresses some of the trends in marketing, the integrated disciplinary mix and 'blurring of the lines' within today's communication plans (advertising, public relations, personal selling, direct response). Points out that not all are necessarily driven by traditional advertising, but often supported by it—and that marketers are allowing advertisers to effect more of their marketing mix (packaging and distribution recommendations, etc.).
  • Chapter 8 - Addresses current tactical areas and elements of today's campaigns, including: more discussion of guerilla and viral advertising, social media, mobile, promotions, partnerships, special events, sponsorship, SEO/SEM, content marketing, experiential marketing, consumer-generated marketing and crowd sourcing, etc.
  • Chapter 9 - Previously chapter 7 on traditional advertising media strategy and planning.
  • Chapter 10 - Added example of real-time evaluation plan.
  • Chapter 11 - Added discussion of the plans book template.
  • Enhanced discussion on writing a strong target market profile, with examples.
  • Enhanced section on Message Strategy, including Creative Brief and Campaign Concept.
  • Added section on Campaign Creative Executions, including Advertising Tactics and Integrated Tactics.
  • Chapter 12 - Added discussion of Keynote and Prezi presentation software and online program.

Meet the Author

Author Bio

Donald Parente

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

Kirsten Strausbaugh-Hutchinson

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.