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Advertising Campaign Strategy: A Guide to Marketing Communication Plans Paperback – September 13, 2005

ISBN-13: 978-0324322712 ISBN-10: 0324322712 Edition: 4th

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Product Details

  • Paperback: 432 pages
  • Publisher: Cengage Learning; 4 edition (September 13, 2005)
  • Language: English
  • ISBN-10: 0324322712
  • ISBN-13: 978-0324322712
  • Product Dimensions: 6.4 x 1 x 9.2 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #634,576 in Books (See Top 100 in Books)

Editorial Reviews

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.

Customer Reviews

3.9 out of 5 stars
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Most Helpful Customer Reviews

5 of 6 people found the following review helpful By Allastir Hayes on December 11, 2001
Format: 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!"
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2 of 2 people found the following review helpful By Tessa & Aidan's Mommy on September 27, 2007
Format: 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.
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By ev1059 on October 31, 2010
Format: Paperback Verified Purchase
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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By Jose M. Pena on February 23, 2006
Format: Paperback
This is a great book for ad student, professionals and amateurs. Is very compact with a lot of informatiion especially in ad estrategys and marketing. You can understand very well the concept of how it works the advertising and the marketing together in this complex topic of the advertising bussiness. Is a great deal!
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Format: Paperback Verified Purchase
I got this amazing book in less time than expected. Not to mention that the book's condition was excellent. It literally looked as if I bought it new from a bookstore. Great Distributer!
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