Blueprint for Strategic Advertising

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

• 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

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 AdvertisingBerman 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 UniversityMargo 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 SchoolBerman 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 AlabamaMargo 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 UniversityIn 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