This leading text 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. Nine out of the top 10 Advertising and Journalism schools in the US use Parente's Advertising Campaign Strategy.
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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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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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3
books
cite this book:
- 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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