Advertising Campaign Design: Just the Essentials

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Contents

1 Advertising and the Campaign Process
3
2 Research Helps Define the Target and the Message
27
3 The Role of Branding and Positioning in a Campaign
38
4 Bringing the Business of Creative to Life
50
Giving the Brand a Voice
65
6 Copywriting and Layout Nuances
78
PART II Campaigns Speak Through Numerous and Diverse Media
101
7 Public Relations
103
9 OutofHome
148
11 Sales Promotion
174
12 Electronic and Mobile Media
187
13 Guerrilla and Other Forms of Alternative Media
208
Glossary
225
Bibliography
233
Index
237
About the Author
248

8 Traditional Advertising
124

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