Advertising campaign strategy :  a guide to marketing communication plans / 
by Donald Parente ... [et al.]. 
 - Fort Worth, Tex. :  Dryden Press,  1996. 
 - xx, 363 p. :  ill. ;  24 cm. 
 - The Dryden Press Series in Marketing. .
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Advertising from a marketing communication perspective--The research foundation I : understanding clients and consumers--The research foundation II : market, product and competitive analysis. 
<br/><br/><label>ISBN: </label>0030128986 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising campaigns.<br/>Communication in marketing.