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Advertising Campaign Design Just the Essentials

ISBN-10: 0765625539

ISBN-13: 9780765625533

Edition: 2012

Authors: Robyn Blakeman

List price: $62.95
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Description:

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.
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Book details

List price: $62.95
Copyright year: 2012
Publisher: Routledge
Publication date: 8/15/2011
Binding: Paperback
Pages: 247
Size: 6.25" wide x 9.25" long x 0.50" tall
Weight: 0.792
Language: English

Introduction
Understanding What Drives a Campaign
Advertising and the Campaign Process
Research Helps Define the Target and the Message
The Role of Branding and Positioning in a Campaign
Bringing the Business of Creative to Life
Type: Giving the Brand a Voice
Copy writing and Layout Nuances
Campaigns Speak Through Numerous and Diverse Media
Public Relations
Traditional Advertising
Out-of-Home
Direct Marketing
Sales Promotion
Electronic and Mobile Media
Guerrilla and Other Forms of Alternative Media
Glossary
Bibliography
Index
About the Author