ABSTRACT
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.
TABLE OF CONTENTS
part |100 pages
Understanding What Drives a Campaign
chapter |24 pages
Advertising and the Campaign Process
chapter |11 pages
Research Helps Define the Target and the Message
chapter |12 pages
The Role of Branding and Positioning in a Campaign
chapter |15 pages
Bringing the Business of Creative to Life
chapter |23 pages
Copywriting and Layout Nuances
part |124 pages
Campaigns Speak Through Numerous and Diverse Media
