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Strategic thinking for advertising creatives / Alice Kavounas Taylor.

By: Material type: TextTextPublisher: London : Laurence King Publishing, 2013Description: 208 pages : illustrations (black and white, and colour) ; 25 cmContent type:
  • text
  • still image
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781780672731 (pbk.) :
Subject(s): DDC classification:
  • 659.113 23
Summary: 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
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 659.113 TA ST (Browse shelf(Opens below)) Available T0025790

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

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