Creative Strategy in Advertising PDF Download
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Author: A. Jerome Jewler
Publisher: Wadsworth Publishing Company
ISBN: 9781285080277
Category : Advertising copy
Languages : en
Pages : 352
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Book Description
CREATIVE STRATEGY IN ADVERTISING, 11E, International Edition 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 awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies.
Author: A. Jerome Jewler
Publisher: Wadsworth Publishing Company
ISBN: 9781285080277
Category : Advertising copy
Languages : en
Pages : 352
Get Book Here
Book Description
CREATIVE STRATEGY IN ADVERTISING, 11E, International Edition 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 awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies.
Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 1506315402
Category : Language Arts & Disciplines
Languages : en
Pages : 751
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Book Description
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.
Author: Tom Altstiel
Publisher: SAGE
ISBN: 9781412917964
Category : Business & Economics
Languages : en
Pages : 412
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Book Description
Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work. Key Features: - Up-to-date examples: over half were produced in the last two years. - Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet - Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text. - War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny. - Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter. - Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.
Author: Tom Altstiel
Publisher: SAGE Publications
ISBN: 1071846620
Category : Business & Economics
Languages : en
Pages : 385
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Book Description
Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins 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. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Author: Filippo Dall'Olio
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
"The core of this thesis comprises three chapters and investigates the nature and the effects of the advertising creative. In the first chapter, I propose a novel framework for evaluating advertising creative, Advertising Creative Strategy (ACS), that is comprehensive, parsimonious, and grounded in the marketing and advertising literature. This framework consists of two elements: The Function of the advertisement, that is what message the advertisement is conveying to consumers (i.e. its content), and the Form of the advertisement, that is the way the message is conveyed to consumers (i.e. its execution). The Function component is based on the notion that advertisements nudge consumers along three dimensions: experience, affect, and cognition (the EAC space). The Form component evaluates the executional complexity of the advertisement and assesses whether its executional elements are structured according to specific creative templates. In the second chapter, I empirically analyze the effect of ACS on consumers response to advertising, i.e. advertising elasticity. Results show that experiential and cognitive cues are the main drivers of advertising elasticity, and that advertisements structured according to creative templates fare better in high involvement product categories. The geometric interpretation of the EAC space also allows for the derivation of contemporaneous and dynamic synthetic measures of interaction among content dimensions. In the third chapter, I assess the way ACS affects the informative or persuasive nature of an advertisement. Results show that cognitive cues drive advertising informativeness, while persuasiveness stems from experiential cues and the structuring of executional elements according to creative templates. This latter result is of particular importance since advertising persuasiveness has been usually identified in the literature by elimination, i.e. by the absence of informative content"--
Author: Robyn Blakeman
Publisher: Rowman & Littlefield
ISBN: 1538101068
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
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.
Author: Tanner Christensen
Publisher: Simon and Schuster
ISBN: 1440588341
Category : Self-Help
Languages : en
Pages : 315
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Book Description
As seen on Inc.com Discover your "Aha" moment--right now! What's the best way to become more creative? Just change how you think! This book challenges you to go against your default ways of thinking in order to write, design, and build something extraordinary. Featuring more than 100 challenges, exercises, and prompts, each page guides you as you push past the way you normally see the world and uncover all-new possibilities and ideas. The Creativity Challenge teaches you that you already have immense creative potential in you--you just need to tap into it. Whether you're feeling stumped or uninspired, these creativity prompts will help you ditch typical thinking patterns and finally unleash the possibilities hidden within your mind.
Author: Donald Parente
Publisher:
ISBN: 9780324687835
Category :
Languages : en
Pages :
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Book Description
Author: Ken Burtenshaw
Publisher: Bloomsbury Publishing
ISBN: 1350008591
Category : Design
Languages : en
Pages : 186
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Book Description
Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. The Fundamentals of Creative Advertising takes a step-by-step approach with text supported by exercises, checklists and contemporary visuals from award-winning campaigns. The book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign.
Author: Margo Berman
Publisher: Routledge
ISBN: 1317211618
Category : Business & Economics
Languages : en
Pages : 259
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Book Description
The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.
