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Advertising Campaign Design Just the Essentials

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ISBN-10: 0765625539

ISBN-13: 9780765625533

Edition: 2012

Authors: Robyn Blakeman

List price: $62.95
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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

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
Direct Marketing
Sales Promotion
Electronic and Mobile Media
Guerrilla and Other Forms of Alternative Media
About the Author