Advertising campaign strategy; a guide to marketing communication plans
Material type:
TextLanguage: English Publisher: Australia : Cengage Learning, 2014Edition: 5a. edDescription: xxiii, 401 páginas : ilustraciones; ImpresoContent type: - texto
- no mediado
- volumen
- 978-1-13-343480-1
- 659.113 P2284
| Item type | Current library | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|
| Libro | Biblioteca Hernán Malo González | Biblioteca Central Bloque B | 659.113 P2284 BG13904 (Browse shelf(Opens below)) | Available | BG13904 |
Incluye índice
Embrace the new media landscape & consumer mindset. Lay the research foundation: understand the company & consumer. Map out the situation: know the market, product, and competition. Turn findings into marketing & comunication goals. Build the marketing strtegy. Outline the communication strategy and messaging. Devise the campaign concept. Define consumer touchpoints: establish the tactical mix. Plan de media strategy and tactics. Evaluate the effectiveness of the campaign. Button up the plans book. Lock down the pitch.
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