Chapter 2 Overview

Designing Your Presence
by Margo Komenar

In Chapter 2, Designing Your Presence, I look at creating effective visibility for today's evolving consumer-driven, interactive marketplace. Industry leaders and innovators from top design firms and advertising agencies discuss integrated marketing campaigns that incorporate traditional and new media, branding issues, creating effective content-based marketing promotions, the nature and uses of databases in designing customized one-to-one immediate response ads, and detailed design and production processes used by these firms with clients. Companies providing case examples include CKS/Interactive, Ketchum Interactive, Medius IV, Newsweek Interactive, Red Sky Interactive, Saatchi & Saatchi, Studio Archetype (formerly Clement Mok designs) and TN Technologies.

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