Advertising Campaign Design

Just the Essentials
1. Auflage 2011
ISBN: 978-0-7656-2553-3
Verlag: Routledge

Buch, Englisch, 256 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 379 g

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.

Autoren/Hrsg.

Blakeman, Robyn

Fachgebiete

• Geisteswissenschaften Geschichtswissenschaft Geschichtswissenschaft Allgemein Biographien & Autobiographien: Historisch, Politisch, Militärisch
• Geisteswissenschaften Kunst Kunst, allgemein
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Allgemeines

Inhaltsverzeichnis

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;

Über Autor(innen)

Robyn Blakeman