Advertising Campaign Design
Just the Essentials
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ISBN-13:
9780765625526
Veröffentl:
2011
Erscheinungsdatum:
15.08.2011
Seiten:
256
Autor:
Robyn Blakeman
Gewicht:
481 g
Format:
236x168x19 mm
Sprache:
Englisch
Beschreibung:
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again
Part I Understanding What Drives a Campaign; Chapter 1 Advertising and the Campaign Process; Chapter 2 Research Helps Define the Target and the Message; Chapter 3 The Role of Branding and Positioning in a Campaign; Chapter 4 Bringing the Business of Creative to Life; Chapter 5 Type; Chapter 6 Copywriting and Layout Nuances; Part II Campaigns Speak Through Numerous and Diverse Media; Chapter 7 Public Relations; Chapter 8 Traditional Advertising; Chapter 9 Out-of-Home; Chapter 10 Direct Marketing; Chapter 11 Sales Promotion; Chapter 12 Electronic and Mobile Media; Chapter 13 Guerrilla and Other Forms of Alternative Media;
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