Advertising Campaign Design: Just the Essentials / Edition 1

by Robyn Blakeman

Overview

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.

Product Details

ISBN-13:	9780765625526
Publisher:	Taylor & Francis
Publication date:	08/15/2011
Pages:	256
Product dimensions:	6.10(w) x 9.20(h) x 0.70(d)

Table of Contents

Introduction vii

Part I Understanding What Drives a Campaign 1

1 Advertising and the Campaign Process 3

2 Research Helps Define the Target and the Message 27

3 The Role of Branding and Positioning in a Campaign 38

4 Bringing the Business of Creative to Life 50

5 Type: Giving the Brand a Voice 65

6 Copywriting and Layout Nuances 78

Part II Campaigns Speak Through Numerous and Diverse Media 101

7 Public Relations 103

8 Traditional Advertising 124

9 Out-of-Home 148

10 Direct Marketing 157

11 Sales Promotion 174

12 Electronic and Mobile Media 187

13 Guerrilla and Other Forms of Alternative Media 208

Glossary 225

Bibliography 233

Index 237

About the Author 248