Strausbaugh-Hutchinson, Kirsten L., <br/><br/>
Advertising campaign strategy; a guide to marketing communication plans 

 - 5a. ed. 
 - xxiii, 401 páginas :  ilustraciones  Impreso 
<br/><br/>Incluye índice 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>978-1-13-343480-1 
<br/><br/><label>Subjects--Topical Terms: </label><br/>COMUNICACIÓN DE MARKETING<br/>ESTRATEGIAS DE MARKETING<br/>MARKETING<br/>PUBLICIDAD
<br/><br/><label>Subjects--Facted Index Terms: </label><br/>659.113 - Campañas Publicitarias<br/>659.113 - Campañas Publicitarias
<br/><br/><label>Dewey Class. No.: </label>659.113  / P2284