1st Edition
The Blueprint for Strategic Advertising How Critical Thinking Builds Successful Campaigns
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.
- 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
Biography
Margo Berman is Professor of Advertising and Public Relations at Florida International University, USA
Margo Berman’s fourteenth book about advertising is some of her best work yet! The real-life examples she uses to explain different strategic approaches to solving a business challenge help the reader clearly understand the role that advertising has in the process. Her use of modern day campaigns that don’t necessarily rely on the traditional forms of advertising highlight the use of digital, experiential, and social media to create awareness of brand and communicate a message with a unique approach. It’s a must-read for anyone interested in the world of advertising.
Joe Zubizarreta, COO, Zubi Advertising
Berman shares the recipe behind the secret sauce of advertising. She not only identifies the ingredients of a winning campaign, but she also provides strategic guidance on how, when, and where to combine those elements into advertising that engages with today’s consumer.
Karie Hollerbach, Southeast Missouri State University
Margo Berman has written an excellent, step-by-step, how-to book for serious advertising/marketing students, as well as industry professionals. This book concentrates on the strategic thinking behind the messaging that leads to integrated, on-target, and on-strategy solutions. Berman uses both her twenty years of university teaching and her creative career to produce this easy-to-understand, yet comprehensive explanation of strategic conceptualization via audience analysis, communication messaging, media selection, and global application. A must-read for campaign strategists.
Pippa Seichrist, Miami Ad School
Berman provides the perfect formula for developing advertising strategies that work. Her step-by-step approach makes strategic and creative thinking one seamless effort. Each advertising strategy presented is supported with real world campaign examples and easy-to-follow how to’s. Berman’s entertaining writing style and clarity of purpose make this book the perfect choice for academics and professionals alike.
Patricia Mark, University of South Alabama
Margo Berman’s twelve conceptual strategy techniques can help anyone wanting to develop ideas. Whether it’s the student taking their first advertising course or the award-winning creative director polishing ideas, knowing Berman’s comprehensive conceptual strategy techniques are critical.
Craig Davis, Ohio University
In The Blueprint for Strategic Advertising, Margo continues to provide her trademark accessible tools that are not only relevant for those already in the communications business, but those working to break into it, as well. This latest book shares the best examples of exceptional, real-world communications to illuminate her plain-spoken, approachable analysis of advertising strategy.
Tom Denari, Young & Laramore
