Título: |
Advertising campaign strategy; a guide to marketing communication plans |
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Autor, etc.: |
Strausbaugh-Hutchinson Kirsten L., Parente Donald E. |
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Fecha de publicación: |
2014 |
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Editorial: |
Cengage Learning Australia |
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Número de páginas: |
xxiii, 401 p. |
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Nota general: |
Incluye índice |
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Idioma: |
Inglés |
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Formato: |
ilus. |
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Tipo de documento: |
texto impreso |
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Tipo de medio: |
Libro |
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ISBN/ISSN/DL: |
978-1-13-343480-1 |
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Clasificación: |
659.113 Campañas Publicitarias |
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Palabras claves: |
MARKETING, PUBLICIDAD, ESTRATEGIAS DE MARKETING, COMUNICACIÓN DE MARKETING |
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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. |
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