Title: Advertising Campaign Strategy: A Guide to Marketing Communication Plans, 5th Edition
Author: Donald Parente, Kirsten Strausbaugh-Hutchinson
Publisher: Cengage Learning; 5th edition (January 1, 2018)
Description:
“Advertising Campaign Strategy: A Guide to Marketing Communication Plans,” authored by Donald Parente and Kirsten Strausbaugh-Hutchinson, is now in its 5th Edition, offering a comprehensive guide to creating effective advertising campaigns. This edition provides a step-by-step approach to developing marketing communication plans, covering key elements such as market analysis, target audience identification, message development, media selection, and campaign evaluation. Through a blend of theory, case studies, and practical examples, the authors illustrate best practices and strategies for designing campaigns that resonate with consumers and achieve marketing objectives. Whether you’re a student, marketer, or business professional, this edition serves as an invaluable resource for understanding the principles of advertising campaign strategy and applying them to real-world scenarios. With its updated content and insights into contemporary marketing trends, this edition remains essential for anyone involved in the field of marketing communication.