TY  - BOOK
AU  - Strausbaugh-Hutchinson,Kirsten L.
AU  - Parente,Donald E.
TI  - Advertising campaign strategy; a guide to marketing communication plans
SN  - 978-1-13-343480-1
U1  - 659.113 
PY  - 2014///
CY  - Australia
PB  - Cengage Learning
KW  - COMUNICACIÓN DE MARKETING
KW  - ESTRATEGIAS DE MARKETING
KW  - MARKETING
KW  - PUBLICIDAD
KW  - 659.113 - Campañas Publicitarias
N1  - Incluye índice
N2  - 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
ER  -