Written by a team of exceptionally creative advertising professors, this textbook not only illustrates what effective ad campaigns are but it also illustrates how to successfully execute them. The text outlines a comprehensive, detailed, start-to-finish campaign guide. Features: * Drawing from their diverse specialities, the authors provide an in-depth perspective on every aspect of an ad campaign, from research to presentation and creativity to the media. * This textbook's multisided approach not only teaches student strategies for creating future campaigns, but also allows more room for creativity in these campaigns as opposed to a one-sided perspective, which may hinder creativity. * Chapters 2 and 3 discuss in detail how to conduct a situation analysis. * Chapter 10 offers comprehensive coverage on putting the plans book together. * Excellent coverage on how to give effective presentations is provided in Chapter 11. * An in-depth emphasis is devoted to the National Student Advertising Competition. * Authors Van den Bergh and Barban have each served as president of the American Academy of Advertising. Marra is the recent chairperson for the advertising division of AEIMC and he and Van den Bergh have taught at schools winning the America Advertising Federation national student competition. Collectively, these four professors have been the authors or editors of nine advertising books.
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Most Helpful Customer Reviews
5 of 6 people found the following review helpful:
4.0 out of 5 stars
Great Read for Marketing and Advertising,
By Allastir Hayes (Atlanta, GA) - See all my reviews
This review is from: Advertising Campaign Strategy: A Guide to Marketing Communication Plans (The Dryden Press Series in Marketing) (Hardcover)
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!"
1 of 1 people found the following review helpful:
2.0 out of 5 stars
Dry as Toast,
By Tessa & Aidan's Mommy (Arlington Heights, IL) - See all my reviews
This review is from: Advertising Campaign Strategy: A Guide to Marketing Communication Plans (Paperback)
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.
4.0 out of 5 stars
This Book,
By ev1059 (Texas) - See all my reviews
Amazon Verified Purchase(What's this?)
This review is from: Advertising Campaign Strategy: A Guide to Marketing Communication Plans (Paperback)
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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books
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- Careers in Communications (Vgm Professional Careers Series) by Shonan Noronha on page 130
- Careers in Communications (VGM Professional Careers) by Shonan Noronha on page 130
- Integrated Marketing Communications (Cim Student Series) by Tony Yeshin on page 146
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