Strategic Advertising Campaigns
4th Edition
Published on 16. January 1996
Book
Hardback
370 pages
978-0-8442-3015-3 (ISBN)
Description
An IMC model shows students how campaign goals can be achieved through a tactical blend of advertising, sales promotion, public relations, direct marketing, packaging, and point-of-sale promotions. The text introduces new insights into consumer behavior, market segmentation, and one-on-one communications strategy.
Strategic Advertising Campaigns:
Guides students through every phase of planning and implementing an advertising campaign. Fosters lively discussions as students learn the thinking behind the campaign. Illustrates how utilizing different promotional techniques can maximize new product sales and revive sales of declining products. Stimulates break-out thinking by providing an overview of all the alternatives open to a campaign planner.
Strategic Advertising Campaigns:
Guides students through every phase of planning and implementing an advertising campaign. Fosters lively discussions as students learn the thinking behind the campaign. Illustrates how utilizing different promotional techniques can maximize new product sales and revive sales of declining products. Stimulates break-out thinking by providing an overview of all the alternatives open to a campaign planner.
More details
Edition
4th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 231 mm
Width: 191 mm
Thickness: 34 mm
Weight
924 gr
ISBN-13
978-0-8442-3015-3 (9780844230153)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Don Schultz | Beth Barnes
Strategic Brand Communication Campaigns
Book
01/2000
5th Edition
McGraw-Hill Contemporary
€44.63
Article is exhausted; no reprint
Previous edition
Don E. Schultz | Dennis G. Martin
Strategic Advertising Campaigns
Book
03/1990
3rd Edition
McGraw-Hill Contemporary
€37.19
Article exhausted; check for reprint
Persons
Don E. Schultz is Professor of Advertising and Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, where he and his associates have pioneered the country's first graduate program in Integrated Marketing Communications. He is also President of his own marketing communications and management firm, Agora, Inc., Evanston, Illinois.Before joining Northwestern in 1977, Schultz was Senior Vice President of Tracy Locke Advertising and Public Relations in Dallas. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the United States, Europe, South America and Asia.Schultz is Editor, Journal of Direct Marketing, Director of the Promotion Marketing Association of America, and the first recipient of the Direct Marketing Educator of the Year Award, presented by the Direct Marketing Educational Foundation.
Content
Introduction: Change and the New MarketplacePart I. Before the Campaign Begins: Understanding Consumers and Consumer PowerChapter 1. Advertising through the Eyes of the Consumer Chapter 2. Advertising Planning: From the Inside Out and from the Outside In Chapter 3. How Consumers Act and React Chapter 4. Consumer Research Part II. Campaign Strategy: The Elements of Effective Campaigns Chapter 5. Budgeting for Advertising and Marketing Communications Campaigns Chapter 6. Strategy: The Key to Every Successful Campaign Chapter 7. Advertising: Delivering Messages Chapter 8. Consumer Sales PromotionChapter 9. Channel Messages and Trade Incentives Chapter 10. Marketing Public Relations: Mediated Messages Chatper 11. Direct Marketing: Building Relationships Chapter 12. Retaining Customers: Packaging, Point-of-Sale, Advertising Specialties, and Directories Chapter 13. Media: The Contact PointsPart III. Campaign Evaluation: Issues in Campaign Management Chapter 14. Measuring the Effects of the Advertising Campaign Chapter 15. Selling Management on the Campaign Plan Chapter 16. Social Responsibility and Ethical Issues in Marketing Communications