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A handy reference guide to advertising copy and layout that
simplifies the design process by breaking down each step into
accessible components. Appropriate for advertising, graphic design,
marketing, business, or communication programs with a design or
strategic campaign component, covering everything budding
copywriters and designers need to succeed in their craft. Goes
beyond the conceptual approach to design in order to outline, for
even the most novice student, the basic steps necessary to go from
concept to producing a finished product.
A handy reference guide to advertising copy and layout that
simplifies the design process by breaking down each step into
accessible components. Appropriate for advertising, graphic design,
marketing, business, or communication programs with a design or
strategic campaign component, covering everything budding
copywriters and designers need to succeed in their craft. Goes
beyond the conceptual approach to design in order to outline, for
even the most novice student, the basic steps necessary to go from
concept to producing a finished product.
This comprehensive introduction to the creative processes and
strategies for effective IMC covers marketing plans;
branding/positioning; creative briefs; and copywriting, design, and
other considerations for major media formats. The fourth edition
includes new case studies and increased discussion of digital and
social media opportunities.
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.
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.
Integrated marketing communication (IMC) focuses on communicators
employing the correct message, being able to place it in the most
appropriate media, and using the most advantageous communications
approach. Advertising in today's economy crosses communication
boundaries as well as societal and cultural norms, making accurate
targeting, media selection, and consistency of message more
critical than ever before. Marketing and advertising are no longer
separate entities-they are the results of all parts working as a
cohesive whole. Integrated marketing communicates using one
tone-of-voice or message that is successfully delivered through
multiple media and disciplines. The Bare Bones Introduction to
Integrated Marketing Communication is an in-depth yet concise
discussion of the business and structure of integrated marketing
communication. This brief, inexpensive text focuses exclusively on
introductory issues concerning IMC as both a communication device
and as a profession. Robyn Blakeman's step-by-step approach offers
an extensive and exclusive look into how agencies work, the areas
of specialization that make up IMC, how advertising affects our
lives, and the diverse arsenal of media options that give IMC its
visual/verbal voice. Both integrated marketing and varied media
vehicles are dissected-one topic at a time-creating an invaluable
reference tool that students, professors, and small business people
alike will refer to time and again for information on the field of
advertising/integrated marketing communication.
Integrated marketing communication (IMC) focuses on communicators
employing the correct message, being able to place it in the most
appropriate media, and using the most advantageous communications
approach. Advertising in today's economy crosses communication
boundaries as well as societal and cultural norms, making accurate
targeting, media selection, and consistency of message more
critical than ever before. Marketing and advertising are no longer
separate entities-they are the results of all parts working as a
cohesive whole. Integrated marketing communicates using one
tone-of-voice or message that is successfully delivered through
multiple media and disciplines. The Bare Bones Introduction to
Integrated Marketing Communication is an in-depth yet concise
discussion of the business and structure of integrated marketing
communication. This brief, inexpensive text focuses exclusively on
introductory issues concerning IMC as both a communication device
and as a profession. Robyn Blakeman's step-by-step approach offers
an extensive and exclusive look into how agencies work, the areas
of specialization that make up IMC, how advertising affects our
lives, and the diverse arsenal of media options that give IMC its
visual/verbal voice. Both integrated marketing and varied media
vehicles are dissected-one topic at a time-creating an invaluable
reference tool that students, professors, and small business people
alike will refer to time and again for information on the field of
advertising/integrated marketing communication.
The Bare Bones of Advertising Print Design is an ideal handbook for
beginning designers and students of advertising design/layout and
desktop publishing. Robyn Blakeman dissects the creative process
one piece at a time, giving a step-by-step guide to the use and
design of advertising in both magazines and newspapers. This
friendly, concise, and well-illustrated book is an invaluable
resource that new designers and ad design students will refer to
time and again for tips on creative and effective print ads.
This comprehensive introduction to the creative processes and
strategies for effective IMC covers marketing plans;
branding/positioning; creative briefs; and copywriting, design, and
other considerations for major media formats. The fourth edition
includes new case studies and increased discussion of digital and
social media opportunities.
Now in its third edition, this comprehensive text offers a
classroom-tested, step-by-step approach to the creative processes
and strategies for effective integrated marketing communication
(IMC). Blakeman covers key areas, from marketing plans,
branding/positioning, and creative briefs to copywriting, design,
and considerations for each major media format. Throughout, she
explores visual and verbal tactics, along with the use of business
theory and practices, and how these affect the development of the
creative message. This user-friendly introduction walks students
through the varied strands of IMC, including advertising, PR,
direct marketing, and sales promotion, in a concise and logical
fashion.
Catch an inside look at the advertising creative process. Discover
how teams collaborate at major agencies to create unforgettable
campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the
'PEDIGREE' Adoption Drive' program, or the breakthrough UPS
'Whiteboard' campaign.
Catch an inside look at the advertising creative process. Discover
how teams collaborate at major agencies to create unforgettable
campaigns like the Budweiser "Clydesdale and Dalmatian" spots, the
"PEDIGREE (R) Adoption Drive" program, or the breakthrough UPS
"Whiteboard" campaign. See how creative briefs drive on-strategy
solutions in all media from traditional to ambient. Understand
which campaigns went off-course and why. Enjoy one-on-one
interviews with behind-the-scenes candor and explore more than 50
exciting, visual examples. Hear first-hand from advertising
masterminds as the authors delve into the brains behind great ad
campaigns. Each chapter offers step-by-step instruction, revealing
various aspects of the creative process, from brainstorming
techniques and agency pitches to strategic visual and verbal
messaging.
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