Advertising campaign strategy; a guide to marketing communication plans

By:

Strausbaugh-Hutchinson, Kirsten L [autor]

Contributor(s):

Parente, Donald E [autor]

Material type: Text

TextLanguage: English Publisher: Australia : Cengage Learning, 2014Edition: 5a. edDescription: xxiii, 401 páginas : ilustraciones; ImpresoContent type:

texto

Media type:

no mediado

Carrier type:

volumen

ISBN:

978-1-13-343480-1

Subject(s):

DDC classification:

659.113 P2284

Abstract: 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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Holdings
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

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Previous	659.1 M854 BG14538 Advertising & IMC: principles & practice	659.1 O357 BG18437 Publicidad	659.1 S7147 BG18448 Publicidad creativa: una introducción	659.113 P2284 BG13904 Advertising campaign strategy; a guide to marketing communication plans	659.144 K399 BG18450 Me gusta, redes sociales: como encantar a tus clientes y crear una marca atractiva para las redes sociales	659.144 M3791 BG02239 Community manager para torpes	659.144 N996 BG18457 Influencers: la ideología de los cuerpos publicitarios	Next

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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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