by Don E. Schultz, Beth E. Barnes · Tapa dura · ISBN 9780844230153
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«Strategic Advertising Campaigns» is the advertising manual by Don E. Schultz and Beth E. Barnes (NTC Business Books, hardback, 1995).
Practical guide to designing and executing integrated communication campaigns in today's advertising environment. Explains how to research the consumer, plan media scheduling and measure campaign results, and includes bibliographic references and an index.
Fourth edition of this work, published in 1995; the first edition dates from 1979. The copy has 370 pages and the text is in English.
Aimed at students and professionals in advertising, marketing and communication interested in campaign planning.
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