Strategic advertising campaigns

Don E. Schultz

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Reach customers and prospects effectively with this comprehensive and strategic approach to planning and building campaigns. Offers new approaches to success for an era in which traditional approaches to the marketplace no longer work. Provides insights on how to: -- Acquire and use data on customer wants, needs, and responses -- Get the most from new budgeting methods -- Mix and match promotional techniques to maximize sales of new products and revive sales of older, declining products

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1993Cultural Differences in Message Strategies: A Comparison between American and Japanese TV Commercials 1996Using consumption constellations to develop integrated communications strategies 2003The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads 2007Relationship of Brand Identity and Image 1996The Financial Implications of Advertising as an Investment 2000What is this thing called 'ambient advertising'?1998The Effects of Cognitive and Affective Program Involvement on Cognitive and Affective Ad Involvement 2000Global Advertising Practices

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