Creative Strategy in Advertising

Author: A. Jerome Jewler
Publisher: Cengage Learning
ISBN: 9781424069071
Format: PDF, Docs
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CREATIVE STRATEGY IN ADVERTISING, International Edition provides everything you need to be successful as an advertising professional, proceeding through the creative process step by step, from the creative person, to strategy and problem solving.

Advertising Creative

Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 1506315402
Format: PDF, ePub, Mobi
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Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.

Creative Strategy and the Business of Design

Author: Douglas Davis
Publisher: Simon and Schuster
ISBN: 1440341613
Format: PDF, Mobi
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The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. The curtain's been pulled away as marketing-speak and business jargon are translated into tools to help you: Understand client requests from a business perspective Build a strategic framework to inspire visual concepts Increase your relevance in an evolving industry Redesign your portfolio to showcase strategic thinking Win new accounts and grow existing relationships You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do.

Integrated Marketing Communication

Author: Robyn Blakeman
Publisher: Rowman & Littlefield
ISBN: 1538101068
Format: PDF, ePub
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Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Advertising Strategy

Author: Tom Altstiel
Publisher: SAGE
ISBN: 9781412917964
Format: PDF, Mobi
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Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country.

Leap

Author: Bob Schmetterer
Publisher: John Wiley & Sons
ISBN: 9780471454533
Format: PDF
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Creative Strategy in Advertising 10th ed

Author: Bonnie L. Drewniany
Publisher: Cengage Learning
ISBN: 1133714714
Format: PDF, ePub, Mobi
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CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an aware

Creative Strategy

Author: William Duggan
Publisher: Columbia University Press
ISBN: 0231160526
Format: PDF, Docs
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"Duggan shows how creative strategy follows the natural three-step method of your own brain: it breaks down a problem into parts, and then searches for past examples in your memory to come up with a new combination to solve the problem"--P. [2] of jacket.

The Brains Behind Great Ad Campaigns

Author: Margo Berman
Publisher: Rowman & Littlefield
ISBN: 9780742555518
Format: PDF
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Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

The Fundamentals of Creative Advertising

Author: Ken Burtenshaw
Publisher: A&C Black
ISBN: 2940411565
Format: PDF, Mobi
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The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising and includes a wealth of visual examples taken from real campaigns using various media.