Luc Marcenac’s *Stratégies publicitaires* offers a comprehensive overview of the planning and execution of advertising campaigns in the French market. Drawing on case studies and industry data, the book walks readers through the development of media plans, the selection of appropriate channels, and the measurement of campaign effectiveness. It also examines the role of market research in shaping creative strategy and discusses how evolving media landscapes influence budgeting decisions. Intended for students of communication, marketing professionals, and anyone interested in the mechanics of modern advertising, the text balances theory with practical guidance, making complex concepts accessible without sacrificing depth.