Advertising Campaign Planning SIXTH EDITION

This book, long the most widely-adopted text for Strategic Advertising Campaigns classes, offers a fresh “how to” approach for developing fully integrated advertising campaigns. The simple step-by-step practical application gives readers the entire toolbox needed to make a winning campaign and eliminates obstacles and roadblocks that can get in the way of creating great work.

The Sixth Edition has been significantly changed for the ever-changing world of communication with several sections added, others updated, and some reorganized to reflect the “real world” flow of strategic marketing communication campaign development.

Advertising Campaign Planning is written by advertising agency leaders who became academics after many years in the industry. Their experience gives them the added advantage of not just teaching theories and concepts but bringing the advertising campaign creative process to life in practice. Follow the steps outlined in the book and your team will produce a winning advertising campaign every time.