Essentials of Advertising Strategy

Get the strategic insights and tools you need to make your next advertising or marketing communications program more productive and profitable. Eight concise chapters, updated to include the newest approaches, show you how to:
-- Understand your customer better
-- Integrate promotion and communications strategies into an effective marketing plan
-- Develop on-target creative approaches and executions
-- Evaluate strategies and programs for the entire range of media

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.