Advertising Campaign Design
Product ID: 24826013
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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. Review: Outdated rambling text revised for the "Millenniums." - Textbooks are such a sketchy industry. This is a rather disorganized, rambling book that no one would purchase unless required to for a course. Its illustrations, rather than successful advertising, are pencil drawn ad concepts by students. seemingly from the 80's. Including such witty copy as "Toothpicks: so simple, yet so necessary." Keen observations include such gems as "sometimes, a brand’s name becomes so closely linked and representative of a product category that it becomes a generic label for the entire category; such is the case with Kleenex, Wite Out, or Xerox, to describe any kind of tissue, copy correction fluid, or photocopy." Or, " Using photographs in any ad is both expensive and time-consuming." Just check out the dates from the bibliography: 1998. 1993. 2007. 1989. 1997. 2004. 2007, 2009. 1997. 1998. 1995. 1999. 2002. 1970. Another dusty, outdated text that was quickly "updated" with an assortment of references to "online articles" and "social media" and that quirky generation, "Generation Y or Millenniums."
| Best Sellers Rank | #10,369,206 in Books ( See Top 100 in Books ) #3,466 in Direct Marketing (Books) #3,678 in Business Marketing #8,096 in Advertising (Books) |
| Customer Reviews | 4.1 out of 5 stars 3 Reviews |
T**D
Outdated rambling text revised for the "Millenniums."
Textbooks are such a sketchy industry. This is a rather disorganized, rambling book that no one would purchase unless required to for a course. Its illustrations, rather than successful advertising, are pencil drawn ad concepts by students. seemingly from the 80's. Including such witty copy as "Toothpicks: so simple, yet so necessary." Keen observations include such gems as "sometimes, a brand’s name becomes so closely linked and representative of a product category that it becomes a generic label for the entire category; such is the case with Kleenex, Wite Out, or Xerox, to describe any kind of tissue, copy correction fluid, or photocopy." Or, " Using photographs in any ad is both expensive and time-consuming." Just check out the dates from the bibliography: 1998. 1993. 2007. 1989. 1997. 2004. 2007, 2009. 1997. 1998. 1995. 1999. 2002. 1970. Another dusty, outdated text that was quickly "updated" with an assortment of references to "online articles" and "social media" and that quirky generation, "Generation Y or Millenniums."
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