Buch, Englisch, 256 Seiten, Format (B × H): 168 mm x 236 mm, Gewicht: 481 g
Just the Essentials
Buch, Englisch, 256 Seiten, Format (B × H): 168 mm x 236 mm, Gewicht: 481 g
ISBN: 978-0-7656-2552-6
Verlag: Taylor & Francis
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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;