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Advertising Campaign Strategy

Advertising Campaign Strategy
Author: Donald Parente
ISBN 13: 9780324271904
ISBN 10: 324271905
Edition: 3
Publisher: South-Western College Pub
Publication Date: 2003-07-14
Format: Hardcover
Pages: 400
List Price: $170.95

This guide identifies the key features of effective advertising campaigns and describes the process by which they are produced and implemented. Emphasizing a marketing communications approach, the book details every step of the campaign, from research and setting objectives to evaluating the effectiveness of a campaign. Parente teaches at Middle Tennessee State University. Annotation ©2003 Book News, Inc., Portland, OR