Advertising Campaign Strategy: A Guide to Marketing Communication Plans
By Donald Parente, Kirsten Strausbaugh-Hutchinson
About your course materials
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.
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About this product
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.
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.
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