Nelson Higher Education

Higher Education

Advertising Campaign Strategy: A Guide to Marketing Communication Plans, 5th Edition

  • Donald Parente
  • Kirsten Strausbaugh-Hutchinson
  • ISBN-10: 1133434800
  • ISBN-13: 9781133434801
  • 432 Pages | Paperback
  • Previous Editions: 2006, 2004, 2000
  • COPYRIGHT: 2015 Published
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About the Product

ADVERTISING CAMPAIGN STRATEGY not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive and detailed campaign guide is outlined to take students step-by-step through the advertising process. This text is a perfect addition to a principles of advertising text.


  • The chapters of this book are organized around a sequential campaign process which develops into a marketing communication plan.

  • Chapter 1 explores the mindset necessary to develop and execute a marketing communication campaign.

  • Chapters 2 and 3 examine the principles and tools to analyze the background information.

  • Chapter 4 covers turning problems and opportunities into campaign objectives.

  • Chapter 5 discusses the development of campaign strategy.

About the Author

Donald Parente

Don Parente is a retired Professor of Advertising from Middle Tennessee State University.

Kirsten Strausbaugh-Hutchinson

Kirsten Strausbaugh is Professor of Advertising at the University of Georgia. She received her PhD at the University of Florida. Dr. Strausbaugh teaches Advertising Message Strategy, Advanced Portfolio, Graphic Communication, and Advertising Campaigns. She serves as faculty advisor to the UGA AdClub, the student-run ad agency Hooper Sanford Baldwin Thomas, and the design house Studio120. Her instructional activities, in conjunction with these student-run organizations, are designed to promote advertising as a major and to provide students with exposure to professionals and issues in the field. Additionally, she coordinates and serves as faculty escort for the AdClub's annual New York Agency Tour.

Table of Contents

1. Advertising from a Marketing Communications Perspective.
2. The Research Foundation Part One: Understanding Clients and Buyers.
3. The Research Foundation Part Two: Market Product, and Competitive Analyses.
4. Appraising Opportunities and Setting Objectives.
5. Building the Marketing Communication Strategy.
6. Developing a Creative Strategy that Moves People.
7. Integrated Communications.
8. Enhancing the Marketing Communication Mix.
9. Communication Planning: Media Strategy and Tactics.
10. Evaluating the Effectiveness of the Campaign.
11. Preparing the Plans Book.
12. Preparing a Winning Presentation.

New to this edition

  • Updated campaign references and ad examples throughout.
  • Updated data throughout- MRI, consumer demographics/psychographics, etc.
  • Added play to the creative process throughout– including discussion of creative briefs, brainstorming, concepts, and creative executions– to a level that equals already existing research, strategy, and media detail.
  • Written to reflect the market's current interdisciplinary plan approach vs. previously an advertising plan with some IMC components offered as support.
  • Written with the new consumer mindset and new media landscape in mind.