Advertising Campaign Design: Just the Essentials

Advertising and design professional and educator Blakeman (U. of Tennessee, Knoxville) has written five other books on advertising and marketing topics. Her latest publication provides a straightforward but extensive look at the issues of campaign design and development. Using a step-by-step approach, she explains the creative process of designing a successful integrated marketing communication campaign one topic at a time, in this invaluable resource text for small business owners, academics, and students. Coverage includes developing a business plan that will lay the foundation for the creative development stage; developing a precisely planned and executed creative idea that will resonate with the target audience; identifying components that, used repetitively across multiple media, help an idea consistently maintain its visual/verbal voice; and understanding the creative nuances of varied traditional and alternative media vehicles, and exploiting their strengths. Annotation 穢2011 Book News, Inc., Portland, OR (booknews.com)