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
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Item Specifics
All returns accepted: ReturnsNotAccepted
Year: 1996
Number of Pages: 363 Pages
Language: English
Publication Name: Advertising Campaign Strategy
Publisher: Harcourt College Publishers
Publication Year: 1996
Item Height: 0.8 in
Subject: Advertising & Promotion
Item Weight: 21.8 Oz
Type: Textbook
Subject Area: Business & Economics
Item Length: 9.6 in
Author: Parente
Series: Dryden Press Series in Marketing
Item Width: 6.6 in
Format: Hardcover
