Advertising Campaign Strategy: A Guide to Marketing Communication Plans (Paperback)

by Donald Parente (Author)

Editorial Reviews

Product 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.

Product Details

• Paperback: 432 pages
• Publisher: South-Western College Pub; 4 edition (September 13, 2005)
• Language: English
• ISBN-10: 0324322712
• ISBN-13: 978-0324322712
• Product Dimensions: 9.2 x 6.3 x 0.5 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #434,334 in Books (See Bestsellers in Books)

Customer Reviews

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, December 12, 2001

By	Allastir Hayes "akstir1" (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, September 27, 2007

By	Tessa & Aidan's Mommy (Arlington Heights, IL) - See all my reviews

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.

5.0 out of 5 stars Excellent and Helpful!!!, February 23, 2006

By	Jose M. Pena (Puerto Rico) - See all my reviews (REAL NAME)

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!