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Advertising Campaign Strategy: A Guide to Marketing Communication Plans | Edition: 4

Donald Parente
Publication Date:
Cengage Learning
Estimated Student Price  (Savings based on Print, New)
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How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succeed in the class now and get your project chosen in the future.


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

Kirsten Strausbaugh is Professor of Advertising at the University of Georgia. She received her PhD at the University of Florida. Dr. Strausbaugh teaches Advertising Message Strategy, Advanced Portfolio, Graphic Communication, and Advertising Campaigns. She serves as faculty advisor to the UGA AdClub, the student-run ad agency Hooper Sanford Baldwin Thomas, and the design house Studio120. Her instructional activities, in conjunction with these student-run organizations, are designed to promote advertising as a major and to provide students with exposure to professionals and issues in the field. Additionally, she coordinates and serves as faculty escort for the AdClub's annual New York Agency Tour.
This book was adopted by:
Bradley University
Buffalo State College (SUNY)
DePaul University - Lincoln Park
DePaul University - Loop
Emerson College
Hawaii Pacific University - Downtown Campus
Hofstra University
Indiana University - Southeast
Lasell College
Louisiana State University
Loyola University Maryland
Oakland University
Penn State University - University Park
Roosevelt University
Saint Louis University
Southern Connecticut State University
Southern Methodist University
Stephen F. Austin State University
Texas A&M University - Kingsville
Texas Christian University
The University of South Dakota
Tulane University
University of Kentucky
University of Mississippi
University of Nevada - Las Vegas
University of North Carolina at Wilmington
University of Southern Mississippi
University of Texas at Brownsville / Texas Southmost College
University of Wisconsin - Eau Claire

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Table of Contents

1. Advertising from a Marketing Communications Perspective. 2. The Research Foundation Part One: Understanding Clients and Buyers. 3. The Research Foundation Part Two: Market Product, and Competitive Analyses. 4. Appraising Opportunities and Setting Objectives. 5. Building the Marketing Communication Strategy. 6. Developing a Creative Strategy that Moves People. 7. Integrated Communications. 8. Enhancing the Marketing Communication Mix. 9. Communication Planning: Media Strategy and Tactics. 10. Evaluating the Effectiveness of the Campaign. 11. Preparing the Plans Book. 12. Preparing a Winning Presentation. Index.