Advertising Strategy: Marketing Communication Planning Guide: Marketing Communication Planning Guide

Author: Parent
Publisher:
Publish Date: 2004-05-01
Features: This is a globally popular textbook on advertising that has been adopted by over 100 universities in the United States and over 100 universities in other countries worldwide. The book features a highly comprehensive system, following the logical sequence of advertising planning, combining classic cases and practical techniques to thoroughly explore the entire process of advertising planning. After reading the book, readers will be equipped with independent advertising planning capabilities. It is particularly noteworthy that the book systematically introduces the media aspects of marketing communication, filling many significant gaps in similar textbooks. Additionally, based on the new development trends in the field of marketing communication, the author introduces a series of cutting-edge concepts and strategies at the forefront of the discipline, such as specialized market segmentation, green marketing, cross-promotion, online advertising, and more. It is especially suitable for university students and faculty in communication, advertising, and marketing, as well as MBA students, marketing, and advertising professionals.