Cover image for
Title:
The blueprint for strategic advertising : how critical thinking builds successful campaigns / Margo Berman.
Author:
Berman, Margo, 1947- author.
Published:
New York, NY : Routledge, 2017.

©2017
Description:
xvi, 208 pages ; 25 cm
Bibliography:
Includes bibliographical references and index.
ISBN:
0765646579 hardcover

0765646587 paperback

9780765646576 hardcover

9780765646583 paperback

9781315618661 electronic book

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Book HF5823.B516b
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Summary

Summary

The Blueprint for Strategic Advertising¿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. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation.

Berman¿s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union.

This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.


Author Notes

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


Table of Contents

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