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Parente, Donald.

Advertising campaign strategy : a guide to marketing communication plans / Guide to marketing communication plans. Marketing communication plans. Donald E. Parente. - 4th ed. - Mason, Ohio : Thomson/South-Western, 2006 - xxvi, 400 p

Includes index

Advertising from a marketing communications perspective--The research foundation --Appraising opportunities an dsetting objectives--Building the marketing communication strategy--Developing a creative strategy that moves people--Communication planning : media strategy and tactics--Integrated communications--Enhancing the marketing communication

ISBN: 0324322712 (pbk.) 565 Bht

Subjects--Topical Terms:
ADVERTISING CAMPAIGNS.
COMMUNICATION IN MARKETING.

LC Class. No.: HF 5837 / P37A 2006