Advertising campaign design : just the essentials / Robyn Blakeman.
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.
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| Online Access: |
Full Text (via Skillsoft) |
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| Main Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Armonk, N.Y. :
M.E. Sharpe,
©2011.
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| Subjects: |
| Summary: | 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. --Book Jacket. |
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| Item Description: | Title from title screen. |
| Physical Description: | 1 online resource |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781317477686 1317477685 9781315706719 1315706717 |