Description

Book Synopsis

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.

Table of Contents

Part I Understanding What Drives a Campaign; Chapter 1 Advertising and the Campaign Process; Chapter 2 Research Helps Define the Target and the Message; Chapter 3 The Role of Branding and Positioning in a Campaign; Chapter 4 Bringing the Business of Creative to Life; Chapter 5 Type; Chapter 6 Copywriting and Layout Nuances; Part II Campaigns Speak Through Numerous and Diverse Media; Chapter 7 Public Relations; Chapter 8 Traditional Advertising; Chapter 9 Out-of-Home; Chapter 10 Direct Marketing; Chapter 11 Sales Promotion; Chapter 12 Electronic and Mobile Media; Chapter 13 Guerrilla and Other Forms of Alternative Media;

Advertising Campaign Design Just the Essentials

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    A Paperback by Robyn Blakeman

    £58.99

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      Book details

      Publisher Taylor & Francis
      Published 15 August 2011
      ISBN-13 9780765625533
      978-0765625533
      ISBN-10 0765625539
      Also in:
      Advertising

      Description

      Book Synopsis

      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.

      Table of Contents

      Part I Understanding What Drives a Campaign; Chapter 1 Advertising and the Campaign Process; Chapter 2 Research Helps Define the Target and the Message; Chapter 3 The Role of Branding and Positioning in a Campaign; Chapter 4 Bringing the Business of Creative to Life; Chapter 5 Type; Chapter 6 Copywriting and Layout Nuances; Part II Campaigns Speak Through Numerous and Diverse Media; Chapter 7 Public Relations; Chapter 8 Traditional Advertising; Chapter 9 Out-of-Home; Chapter 10 Direct Marketing; Chapter 11 Sales Promotion; Chapter 12 Electronic and Mobile Media; Chapter 13 Guerrilla and Other Forms of Alternative Media;

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