Advertising Campaign Strategy (Dryden Press Series in Marketing) (Hardcover)

~ (Author)

Editorial Reviews

Product Description

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.

Product Details

• Hardcover: 363 pages
• Publisher: Dryden Press (January 1996)
• Language: English
• ISBN-10: 0030128986
• ISBN-13: 978-0030128981
• Product Dimensions: 9.8 x 7 x 0.8 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #3,125,211 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

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 Happy, October 16, 2009

By	Olivia John - See all my reviews

Amazon Verified Purchase

This review is from: Advertising Campaign Strategy: A Guide to Marketing Communication Plans (Paperback)

The book came quickly and in pretty good shape. Little to no markings. Overall a good buy.