Margo Berman

The Blueprint for Strategic Advertising

How Critical Thinking Builds Successful Campaigns

• Broschiertes Buch

Produktbeschreibung

This book's step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 208
• Erscheinungstermin: 20. Juni 2016
• Englisch
• Abmessung: 244mm x 173mm x 13mm
• Gewicht: 431g
• ISBN-13: 9780765646583
• ISBN-10: 0765646587
• Artikelnr.: 44522229

Autorenporträt

Margo Berman is Professor of Advertising and Public Relations at Florida International University, USA

Inhaltsangabe

1. Introduction 2. Development of Strategy: Structural Components 3.
Audience Strategy: Architectural Perspective 4. Creative Strategy:
Structural Support Webbing 5. Conceptual Strategy: Presentation
Drawing 6.Verbal Communication Strategy: Architectural Rendering 7.
Visual Communication Strategy: Design Drawing 8. Media Strategy:
Multi-tier Application Development 9. Interactive Strategy:
User-centered Design 10.Campaign Strategy: Architectural Model 11.
Global Strategy: Architectural Blueprint