Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan

by Jim Avery and Bruce H. Bendinger

Book Overview

This book is intended for anyone who wants to know how to write a marketing plan. This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 188722906X
• ISBN13: 9781887229067
• Release Date: January 2000
• Publisher: Copy Workshop
• Length: 264 Pages
• Weight: 1.06 lbs.
• Dimensions: 1.3" x 8.5" x 11.0"

Customer Reviews

GREAT IMC book!!!

This book helps anyone looking to follow the trends of the advertising industry. Integrated Marketing Communications is the new wave!!

Great quick reference.

Avery's book is great to have on the desk if you have to do any kind of advertising planning. It has been a great resource for writing RFP's and strategy for Internet projects. I would especially recommend this book to any advertising student who wants to graduate above the rest. More examples should be included but as with all reference material, you can't have just one. This book was not meant to be the Bible of the industry but it is very useful and when combined with other references, you will have the capstone to your collection.

The #1 Book for Student Ad Teams

This book was designed for the AAF/NSAC - that's the American Ad Federation National Student Advertising Competition. It's also known as "The College World Series of Advertising."If you're competing in the AAF/NSAC, or you're in a student "campaigns" course, this book is terrific.If you're an entrepeneur, marketer or agency person frustrated by all the buzz mumble of other books, you will find this clear and to the point. However, you may often feel like you're in class somewhere - since the tone of the book is very focused on speaking to a student audience.It's the #1 book for what it does - if you're frustrated by some of the other books out there, you might find this useful.