Advertising campaign strategy; a guide to marketing communication plans

Título:

Advertising campaign strategy; a guide to marketing communication plans

Autor, etc.:

Strausbaugh-Hutchinson Kirsten L., Parente Donald E.

Fecha de publicación:

2014

Editorial:

Cengage Learning Australia

Número de páginas:

xxiii, 401 p.

Nota general:

Incluye índice

Idioma:

Inglés

Formato:

ilus.

Tipo de documento:

texto impreso

Tipo de medio:

Libro

ISBN/ISSN/DL:

978-1-13-343480-1

Clasificación:

659.113 Campañas Publicitarias

Palabras claves:

MARKETING, PUBLICIDAD, ESTRATEGIAS DE MARKETING, COMUNICACIÓN DE MARKETING

Resumen/extracto:

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.

Código Ubicación

659.113 P2284 BG13904

Biblioteca Central Bloque B

Advertising campaign strategy; a guide to marketing communication plans