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Advertising Campaign Design: Just the Essentials de Robyn Blakeman

Advertising Campaign Design: Just the Essentials

Autor Robyn Blakeman
en Limba Engleză Hardback – 15 aug 2011
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.
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Specificații

ISBN-13: 9780765625526
ISBN-10: 0765625520
Pagini: 256
Dimensiuni: 152 x 229 x 19 mm
Greutate: 0.48 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Cuprins

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;

Descriere

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