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Advertising Campaign Design : Just the Essentials - Robyn Blakeman

Advertising Campaign Design

Just the Essentials

Hardcover Published: 15th August 2011
ISBN: 9780765625526
Number Of Pages: 247

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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.

Introductionp. vii
Understanding What Drives a Campaignp. 1
Advertising and the Campaign Processp. 3
Research Helps Define the Target and the Messagep. 27
The Role of Branding and Positioning in a Campaignp. 38
Bringing the Business of Creative to Lifep. 50
Type: Giving the Brand a Voicep. 65
Copywriting and Layout Nuancesp. 78
Campaigns Speak Through Numerous and Diverse Mediap. 101
Public Relationsp. 103
Traditional Advertisingp. 124
Out-of-Homep. 148
Direct Marketingp. 157
Sales Promotionp. 174
Electronic and Mobile Mediap. 187
Guerrilla and Other Forms of Alternative Mediap. 208
Glossaryp. 225
Bibliographyp. 233
Indexp. 237
About the Authorp. 248
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780765625526
ISBN-10: 0765625520
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 247
Published: 15th August 2011
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Dimensions (cm): 22.86 x 15.88  x 1.27
Weight (kg): 0.45

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