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Advertising Campaign Design: Just the Essentials is a concise, "just the basics" core textbook for Advertising Campaigns courses.
The author's step-by-step approach to campaign design dissects the creative process necessary to devise a successful integrated marketing communication (IMC) campaign and treats one topic at a time.
The book contains four distinctive themes:
developing the business plan
developing the creative idea that resonates with the target audience
developing the design and implementation process
identifying the right media choices
Numerous examples (including sample visuals of advertising campaigns) appear throughout the book to illustrate key topics such as type design, the use of consistent layout styles, and how to maintain campaign consistency.
This compact, yet content-rich guide is intended as a primary or supplemental text that can be adopted in any advertising, marketing, business, or communication curriculum with an Advertising Campaigns, Management, or IMC course. Advertising professionals and entrepreneurs will also find it an excellent reference vehicle to use independently, outside of the classroom.
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
About the Author 248