Strategic thinking for advertising creatives /
By: Taylor, Alice Kavounas [author.]
Material type:
BookPublisher: London : Laurence King Publishing, 2013Description: 208 pages : illustrations (black and white, and colour) ; 25 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781780672731 (pbk.) :Program: MARK333Subject(s): Advertising campaigns -- Planning | Strategic planning | Management and Business StudiesDDC classification: 659.113 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 659.113 TA ST (Browse shelf) | Available | T0025790 |
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| 659.113 RO CA Campaigns that shook the world : the evolution of public relations | 659.113 SP AD Ads to icons : how advertising succeeds in a multimedia age / | 659.113 SP AD Ads to icons : how advertising succeeds in a multimedia age / | 659.113 TA ST Strategic thinking for advertising creatives / | 659.1137 TH AD Advertising age : the principles of advertising and marketing communication at work / | 659.119 FO AD Advertising. | 659.13 BA GR Grapevine : the new art of word-of-mouth marketing / |
Includes bibliographical references and index.
Strategic thinking is central to creating a successful advertising campaign, yet it is rarely taught systematically. This book enables advertising creatives to formulate a clear brief and to think strategically.Structured according to the 11 essential elements of a classic advertising brief, it offers a simple, clear, universal template against which the student or young creative can map his or her current project, and learn to understand the key elements that make up a strong brief. At the end of each chapter, the reader uses the knowledge they have just gained on a hypothetical project, so that by the end of the book, they have employed each of the 11 essential elements and formed their own creative brief.Featuring international examples of current and classic campaigns, Strategic Thinking for Advertising Creatives
MARK333