Advertising campaign strategy :
Parente, Donald.
Advertising campaign strategy : a guide to marketing communication plans / Guide to marketing communication plans Donald E. Parente, Kirsten L. Strausbaugh-Hutchinson. - 5th ed. - Boston : Cengage Learning, c.2015. - xxiii, 401 p. : ill. ; 23 cm.
Previous edition : 2006.
Includes bibliographical references and index.
This 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.
9781133434801 (paperback) 1133434800 (paperback)
2013931083
Advertising campaigns.
Communication in marketing.
--Text book
659.113 / PAR
Advertising campaign strategy : a guide to marketing communication plans / Guide to marketing communication plans Donald E. Parente, Kirsten L. Strausbaugh-Hutchinson. - 5th ed. - Boston : Cengage Learning, c.2015. - xxiii, 401 p. : ill. ; 23 cm.
Previous edition : 2006.
Includes bibliographical references and index.
This 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.
9781133434801 (paperback) 1133434800 (paperback)
2013931083
Advertising campaigns.
Communication in marketing.
--Text book
659.113 / PAR