TY  - BOOK
AU  - Parente,Donald
TI  - Advertising campaign strategy: a guide to marketing communication plans 
SN  - 0324322712 (pbk.)
AV  - HF 5837 P37A 2006
PY  - 2006///
CY  - Mason, Ohio
PB  - Thomson/South-Western
KW  - ADVERTISING CAMPAIGNS
KW  - COMMUNICATION IN MARKETING
N1  - 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
ER  -