Campaign Planner For Promotion And Integrated Marketing Communications

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Brand: South-Western College Pub
SKU: DADAX0324151977
ISBN : 0324151977

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This workbook is designed to help students prepare and present a professional campaign in conjunction with their advertising, promotion, or IMC text. Using a 10-step guide, the Campaign Planner for Promotions and Integrated Marketing Communications, 2e clearly explains the process of planning and executing a successful campaign. Students have the option of working alone or in agency teams to complete the workbook activities. Students working in teams will learn about specific agency roles as they create their campaign. Acting as a simulated agency, students provide solutions for a chosen client's promotional problem. Problem solutions involve advertising, public relations and promotional aspects to deliver a truly integrated marketing communications plan. To aid students in the development of campaign objectives, strategies and tactics, a case synopsis featuring Starbucks Coffee is included as an example brand. Finally, students are asked to develop a Plans Book containing their recommendations for a successful campaign.
Author : Shay Sayre
ISBN : 0324151977
Language : English
No of Pages : 160
Edition : 2
Publication Date : 8/20/2001
Format/Binding : Paperback
Book dimensions : 11.08x8.18x0.43
Book weight : 0.01

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