Advertising Campaign Strategy: A Guide to Marketing Communication Plans (The Dryden Press Series in Marketing)

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9780030211140: Advertising Campaign Strategy: A Guide to Marketing Communication Plans (The Dryden Press Series in Marketing)

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. Nine out of the top 10 Advertising and Journalism schools in the US use Parente's Advertising Campaign Strategy.

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About the Author:

Don Parente is a retired Professor of Advertising from Middle Tennessee State University.

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Donald Parente
Published by Harcourt College Pub (1999)
ISBN 10: 003021114X ISBN 13: 9780030211140
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