Advertising Campaign Strategy or International Accounting

Advertising Campaign Strategy

Author: Donald Parent

This leading text 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.

Table of Contents:

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

Interesting book: Garage Glamour or Excel 2007 Workbook for Dummies

International Accounting: A User Perspective

Author: Shahrokh M Saudagaran

As business and capital markets have continue to grow more global over recent years, the need for cross-border financial information has correspondingly increased. This has brought international accounting to the forefront. International Accounting: A User Perspective is designed to provide an understanding of international accounting issues to current and future business managers. The book takes a user perspective to international financial reporting because most business executives are more likely to be users of financial information that crosses national borders than users of it. With the recent problems exposed in the quality of financial reporting in many countries, a solid understanding of international accounting issues is an important part of the portfolio of skills that managers in medium and large enterprises must possess.

Booknews

Introduces international accounting concepts to future business managers, focusing on the fact that most business executives are more likely to be users of transnational financial information rather than preparers of it. Coverage includes financial reporting in the global area, harmonizing standards globally, accounting for currency exchange rate changes, using corporate financial reports across borders, and managerial issues in international accounting. Includes questions, exercises, and cases. For use in undergraduate and graduate business programs. The author teaches at Santa Clara University. Annotation c. Book News, Inc., Portland, OR (booknews.com)