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Advertising campaign design : just the essentials

Author: Robyn Blakeman
Publisher: Armonk, N.Y. : M.E. Sharpe, ©2011.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Blakeman, Robyn.
Advertising Campaign Design : Just the Essentials.
Hoboken : Taylor and Francis, ©2015
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Robyn Blakeman
ISBN: 9781317477686 1317477685
OCLC Number: 768569998
Notes: Title from title screen.
Description: 1 online resource
Contents: Cover; Half Title; Title Page; Copyright Page; Table of Contents; Introduction; Part I. Understanding What Drives a Campaign; 1. Advertising and the Campaign Process; 2. Research Helps Define the Target and the Message; 3. The Role of Branding and Positioning in a Campaign; 4. Bringing the Business of Creative to Life; 5. Type: Giving the Brand a Voice; 6. Copywriting and Layout Nuances; Part II. Campaigns Speak Through Numerous and Diverse Media; 7. Public Relations; 8. Traditional Advertising; 9. Out-of-Home; 10. Direct Marketing; 11. Sales Promotion; 12. Electronic and Mobile Media. 13. Guerrilla and Other Forms of Alternative MediaGlossary; Bibliography; Index; About the Author.
Responsibility: Robyn Blakeman.

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