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Advertising Campaign Strategy: A Guide to Marketing Communication Plans, by Donald Parente
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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.
- Sales Rank: #217017 in Books
- Brand: Brand: Cengage Learning
- Published on: 2005-09-13
- Released on: 2005-09-13
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .98" w x 6.38" l, 1.25 pounds
- Binding: Paperback
- 432 pages
- Used Book in Good Condition
Review
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.
About the Author
Don Parente is a retired Professor of Advertising from Middle Tennessee State University.
Most helpful customer reviews
5 of 6 people found the following review helpful.
Great Read for Marketing and Advertising
By Allastir Hayes
This book is an excellent source for understanding Advertising from A to Z. This book teaches all the necessary elements for developing a successful advertising campaign, creating the plansbook, and then winning the client's business. It gives great examples, it easy to read, as well as, thought provoking. It is truly a great guide to Marketing Commuincation Plans. It is used in Clark Atlanta's MBA Program for Advertising and Promotion. It's definitely "On Point!"
2 of 2 people found the following review helpful.
Dry as Toast
By Tessa & Aidan's Mommy
I am using this text for an intermediate-level advertising course and it is so incredibly tedious I think I might die. For every point there are endless paragraphs of explanations but very few examples. This leaves the reader feeling like he or she is reading a technical manual. I would not recommend this for any course unless the instructor was going to supplement with valuable lectures to illustrate this dry and dull text.
0 of 0 people found the following review helpful.
This Book
By ev1059
This book was fairly expensive, but was very helpful toward the campaign project I had to use it for. It helped organize my group and I was the only one who had it, so we referred to it a lot. I would definitely recommend it to anyone that needed it for a campaigns class or just wants to know the process of organizing a campaign in advertising.
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