Robyn Blakeman

Advertising Campaign Design

Just the Essentials

• Gebundenes Buch

Produktbeschreibung

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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Produktdetails

• Verlag: Routledge
• Seitenzahl: 258
• Erscheinungstermin: 15. August 2011
• Englisch
• Abmessung: 235mm x 157mm x 19mm
• Gewicht: 531g
• ISBN-13: 9780765625526
• ISBN-10: 0765625520
• Artikelnr.: 33136645

Autorenporträt

Robyn Blakeman

Inhaltsangabe

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