Advertising Campaign Design: Just the Essentials

by Blakeman,Robyn

• ISBN13: 9780765625533
• ISBN10: 0765625539
• Format: Nonspecific Binding
• Copyright: 2011-08-15
• Publisher: Routledge

Summary

This compact, yet content-rich guide is designed to be a just the basics core textbook for Advertising Campaign courses. The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications (IMC) campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and again. The book is organized around four distinctive themes: (1) developing the business plan; (2) developing the creative idea that resonates with the target audience; (3) developing the design and implementation process; (4) 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 constant layout styles, and how to maintain campaign consistency.

Table of Contents

Introduction	p. vii
Understanding What Drives a Campaign	p. 1
Advertising and the Campaign Process	p. 3
Research Helps Define the Target and the Message	p. 27
The Role of Branding and Positioning in a Campaign	p. 38
Bringing the Business of Creative to Life	p. 50
Type: Giving the Brand a Voice	p. 65
Copy writing and Layout Nuances	p. 78
Campaigns Speak Through Numerous and Diverse Media	p. 101
Public Relations	p. 103
Traditional Advertising	p. 124
Out-of-Home	p. 148
Direct Marketing	p. 157
Sales Promotion	p. 174
Electronic and Mobile Media	p. 187
Guerrilla and Other Forms of Alternative Media	p. 208
Glossary	p. 225
Bibliography	p. 233
Index	p. 237
About the Author	p. 248
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