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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Bibliographic Details
Main Author: Blakeman, Robyn 1958- (Author)
Format: Book
Language:English
Published: New York Taylor & Francis Group Routledge 2011 2015
Subjects:
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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.