Cover image for Essentials of advertising strategy
Title:
Essentials of advertising strategy
Author:
Schultz, Don E.
Personal Author:
Edition:
Second edition.
Publication Information:
Lincolnwood, IL : NTC Business Books, 1988.
Physical Description:
vi, 98 pages : illustrations ; 25 cm
Language:
English
Subject Term:
Added Author:
ISBN:
9780844230443
Format :
Book

On Order

Summary

Summary

Provides strategic insights and tools for professionals and advanced students in advertising and marketing, with chapters on how consumers buy, marketing planning, developing a creative strategy, and judging advertising executions. Includes discussion questions, bandw photos, and a case study. This third edition is updated to include new concepts in the field resulting from new technology, and shows how to evaluate strategies and programs for the entire range of advertising and marketing communications media. Annotation copyright by Book News, Inc., Portland, OR