Strategic Advertising Campaigns
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Strategic Advertising Campaigns by Don Schultz
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.
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.
| SKU | Unavailable |
| ISBN 13 | 9780844230153 |
| ISBN 10 | 0844230154 |
| Title | Strategic Advertising Campaigns |
| Author | Don Schultz |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | McGraw-Hill Education - Europe |
| Year published | 1996-01-16 |
| Number of pages | 370 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |