Strategic advertising campaigns - Don E 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.