Advertising campaign design
Subtitle: just the essentials
By: Robyn Blakeman
Publisher: M.E. Sharpe
Published: 2011
Place of publication: Armonk, N.Y
Language: eng
Number of pages: 247
ISBN-13: 9780765625526; 9780765625533
Subjects: Advertising campaigns
Notes: Includes bibliographical references and index.
Table of contents: title: Advertising and the campaign process; title: Research helps define the target and the message; title: The role of branding and positioning in a campaign; title: Bringing the business of creative to life; title: Type: giving the brand a voice; title: Copywriting and layout nuances; title: Public relations; title: Traditional advertising; title: Out-of-home; title: Direct marketing; title: Sales promotion; title: Electronic and mobile media; title: Guerrilla and other forms of alternative media.