Don E. Schultz - Essentials of advertising strategy
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Schultz, Don E.; Tannenbaum, Stanley I.; Allison, Anne.
publisher
:
NTC Contemporary
isbn10 | asin
:
084423527X
print isbn13
:
9780844235271
ebook isbn13
:
9780071392631
language
:
English
subject
Advertising.
publication date
:
1996
lcc
:
HF5821.S419 1996eb
ddc
:
659.1/11
subject
:
Advertising.
Industry leaders respond to Essentials of Advertising Strategy, 3rd Edition
The authors tell you the secrets of how crafted advertising strategies can deliver both creative and sales. My next advertising will pay attention to their admonitions. Roy T. Bergold, Jr. Vice President, Creative McDonald's Corporation
This book is about essentials. It is also essential reading for advertising practitioners, and advertising faculty and students. The authors have provided dozens of substantive ideas and suggestions to produce accountable and effective advertising programs. Richard C. Christian Associate Dean Medill School of Journalism Northwestern University Chairman Emeritus Marsteller Inc. (Division of Young and Rubicam) Member, Advertising Hall of Fame
The World Wide Web, hundreds of TV channels, ads on school buses, catalogs by the dozens, let's face it, we're all being bombarded with selling messages. Brilliant strategic thinking is a must if advertisers are to succeed in connecting with consumers. This book goes a long way toward helping focus and inspire great creative work that will deliver. Diane Cook-Tench Director, VCU Ad Center School of Mass Communications Virginia Commonwealth University
Finally, we have the book many have been seekingthe definitive guide to strategy development for the advertiser in the 21st Century. Here's the flag for all strategists to rally around. Thomas E. Epps, APR President Price/McNabb Focused Communications
The authors have delivered a contemporary attitude and deep understanding of what advertising is all about these days... getting results. Additionally, their probing look at the other marketing communication tools such as promotion, planning, etc., is refreshing! Joseph P. Flanagan President IMPACT
An agency's new business success can be measured by its commitment to strategic planning. The same could be said about a successful career in advertising. Reading this book is a wonderful way to jump-start your future. Paul John Retired Chairman Campbell Ewald AdvertisingDetroit
Marcom people have simply got to shift from a tactical focus to a strategic focus, if they ever hope to move the function from the expendable cost side of the ledger to the higher-value investment side. Essentials of Advertising Strategy explains how. Robert F. Lauterborn James L. Knight Professor of Advertising School of Journalism and Mass Communication University of North Carolina
An extremely lucid explanation of the role of strategies and their relation to creative executions. Should be helpful to students and advertising practitioners alike. (I wish I'd had a book like this when I began in the business!) Robert Noel Former Executive Vice President for Creative Services Leo Burnett Company
This book should be read by anyone involved in marketing and advertising decisions! It is a clear, concise, and at times colorful glimpse of today's marketing landscape and what it takes to successfully build brands and business in the 1990s ... and beyond. The authors have provided a focused view for sound strategic planning. Jerry I. Reitman Executive Vice President (retired) Leo Burnett Company
Essentials of Advertising Strategy succinctly positions advertising in a contemporary matrix of marketing, promotion, and consumer behavior. It is an excellent reference for the seasoned professional as well as a superb supplement for students studying advertising and marketing. J. Thomas Russell, Dean College of Journalism and Mass Communication University of Georgia
This latest edition works from the cornerstones that have guided so many of today's most successful marketing professionals. The view has been "refreshed" with the latest thinking and experiences and is an important tool for all of us experienced or new. Adrian J.R. Smith Managing Partner Worldwide Marketing Arthur Andersen LLP
Page iii
Essentials of Advertising Strategy
Third Edition
Don E. Schultz Stanley I. Tannenbaum Anne Allison
NTC Business Books NTC/Contemporary Publishing Group
Page iv
Library of Congress Cataloging-in-Publication Data
Schultz, Don E. Essentials of advertising strategy / Don E. Schultz, Stanley I. Tannenbaum, Anne Allison. 3rd ed. p. cm. Includes bibliographical references and index. ISBN 0-8442-3527-X. ISBN 0-8442-3524-5 (pbk.) 1. Advertising. I. Tannenbaum, Stanley I. II. Allison, Anne. III. Title. HF5821.S419 1995 659.1'11dc2095-11308 CIP
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