Advertising Campaign Design: Just the Essentials

This compact, yet content-rich guide is designed to be a just the basics core textbook for Advertising Campaign courses. The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications (IMC) campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and again. The book is organized around four distinctive themes: (1) developing the business plan; (2) developing the creative idea that resonates with the target audience; (3) developing the design and implementation process; (4) identifying the right media choices. Numerous examples (including sample visuals of advertising campaigns) appear throughout the book to illustrate key topics such as type design, the use of constant layout styles, and how to maintain campaign consistency.