Advertising Campaign Design: Just the Essentials

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  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 2011-08-15
  • Publisher: Routledge

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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

Introductionp. vii
Understanding What Drives a Campaignp. 1
Advertising and the Campaign Processp. 3
Research Helps Define the Target and the Messagep. 27
The Role of Branding and Positioning in a Campaignp. 38
Bringing the Business of Creative to Lifep. 50
Type: Giving the Brand a Voicep. 65
Copy writing and Layout Nuancesp. 78
Campaigns Speak Through Numerous and Diverse Mediap. 101
Public Relationsp. 103
Traditional Advertisingp. 124
Out-of-Homep. 148
Direct Marketingp. 157
Sales Promotionp. 174
Electronic and Mobile Mediap. 187
Guerrilla and Other Forms of Alternative Mediap. 208
Glossaryp. 225
Bibliographyp. 233
Indexp. 237
About the Authorp. 248
Table of Contents provided by Ingram. All Rights Reserved.

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