Advertising Campaign Design Just the Essentials

Name: Advertising Campaign Design Just the Essentials
Price: 2.54 USD
Availability: InStock
ISBN: 9780765625533

ISBN-10: 0765625539

ISBN-13: 9780765625533

Edition: 2012

Authors: Robyn Blakeman

List price: $67.95

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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.

Book details

List price: $67.95
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: 0.990
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