Advertising Campaign Strategy: A Guide to Marketing Communication Plans

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Advertising Campaign Strategy: A Guide to Marketing Communication Plans

Format:  Paperback,

400 pages

Publisher: Thomson South-Western

Publish Date: Sep 2005

ISBN-13: 9780324322712

ISBN-10: 0324322712

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Book Information

The following content was provided by the publisher.
How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.

Specifications

Author:
Publisher: Thomson South-Western
Publish Date: Sep 2005
ISBN-13: 9780324322712
ISBN-10: 0324322712
Format: Paperback
Number of Pages: 400
Shipping Weight (in pounds): 1.48
Product in Inches (L x W x H): 6.48 x 0.6 x 9.26

Chapter outline

Advertising from a Marketing Communications Perspective
The Research Foundation I: Understanding Clients and Consumers
The Research Foundation II: Market, Product, and Competitive Analyses
Appraising Opportunities and Setting Objectives
Building the Marketing Communication Strategy
Developing a Creative Strategy that Moves People
Media Strategy and Tactics
Integrated Communications
Enhancing the Marketing Communication Mix
Evaluating the Effectiveness of the Campaign
Preparing the Plans Book
Preparing a Winning Presentation

Book description

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.

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