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Essentials of advertising strategy / Don E. Schultz, Stanley I. Tannenbaum, Anne Allison.
Lippincott Library HF5821 .S419 1996
Available
- Format:
- Book
- Author/Creator:
- Schultz, Don E.
- Language:
- English
- Subjects (All):
- Advertising.
- Physical Description:
- ix, 155 pages : illustrations ; 27 cm
- Edition:
- Third edition.
- Place of Publication:
- Lincolnwood, Ill. : NTC Business Books, [1996]
- Summary:
- 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
- Notes:
- Includes index.
- ISBN:
- 084423527X
- 0844235245
- OCLC:
- 32552180
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