Advertising Campaign Design Just the Essentials
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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Format: | Book |
Language: | English |
Published: |
New York
Taylor & Francis Group Routledge
2011 2015
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Online Access: | Click Here to View Status and Holdings. |
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Table of Contents:
- 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
- Copywriting and layout nuances
- Public relations
- Traditional advertising
- Out-of-home
- Direct marketing
- Sales promotion
- Electronic and mobile media
- Guerrilla and other forms of alternative media.