The blueprint for strategic advertising : how critical thinking builds successful campaigns / Margo Berman.
Material type:
TextPublication details: New York : Routledge, Taylor & Francis Group, 2016.Edition: 1 EditionDescription: 1 online resourceContent type: - text
- unmediated
- volume
- 9780765646576 (hbk)
- 9780765646583 (pbk)
- HF5823 .B4537 2016
Contents:
Introduction -- Development of strategy : structural components -- Audience strategy : architectural perspective -- Creative strategy : structural support webbing -- Conceptual strategy : presentation drawing -- Verbal communication strategy : architectural rendering -- Visual communication strategy : design drawing -- Media strategy: multi-tier application development -- Interactive strategy : user-centered design -- Campaign strategy : architectural model -- Global strategy : architectural blueprint.
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Introduction -- Development of strategy : structural components -- Audience strategy : architectural perspective -- Creative strategy : structural support webbing -- Conceptual strategy : presentation drawing -- Verbal communication strategy : architectural rendering -- Visual communication strategy : design drawing -- Media strategy: multi-tier application development -- Interactive strategy : user-centered design -- Campaign strategy : architectural model -- Global strategy : architectural blueprint.