Description
This leading text not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive and detailed campaign guide is outlined to take students step-by-step through the advertising process. This text is a perfect addition to a principles of advertising text.
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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 (c) Book News, Inc., Portland, OR (booknews.com)
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