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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 Publications
ISBN: 1506315402
Category : Language Arts & Disciplines
Languages : en
Pages : 751
Get Book Here
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: Mario Pricken
Publisher:
ISBN: 9780500284766
Category : Business & Economics
Languages : en
Pages : 263
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Book Description
Time to create ideas - The Kickstart catalogue - Wit an humour in the copy - Creative techniques - Vizualization - Interviews and resources.
Author: Ken Burtenshaw
Publisher: Bloomsbury Publishing
ISBN: 2940447187
Category : Design
Languages : en
Pages : 186
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Book Description
The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.
Author: Simon Veksner
Publisher: Laurence King Publishing
ISBN: 1780675232
Category : Art
Languages : en
Pages : 443
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Book Description
This book is aimed at anyone who is considering becoming an advertising creative, is studying to become one or would like to become a better one. Packed with invaluable advice and insights from the author and other industry insiders, the book explains everything you need to know about working as an advertising creative but don't get taught at college. Its engaging, straight-talking text explains the diverse set of skills that you need to make it as an advertising creative above-and-beyond the ability to write good adverts, and demonstrates: how to get the best out of the people you work with; how to present your work to clients; how to manage your career; even how to start your own agency. Getting a job as an advertising creative is not easy. This book teaches you the intangible skills that are essential to get a job, survive, thrive and ultimately make it big in one of the most exciting industries on the planet.
Author: Miriam Sorrentino
Publisher: Laurence King Publishing
ISBN: 9781780671192
Category : Design
Languages : en
Pages : 0
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Book Description
Creative Advertising: An Introduction explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. The book offers clear guidance on portfolio presentation, making contacts, and skills building, on crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the world's leading figures in advertising and is illustrated with numerous examples of award-winning work.
Author: Bonnie L. Drewniany
Publisher: Wadsworth Publishing Company
ISBN: 9780495096207
Category : Advertising
Languages : en
Pages : 0
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Book Description
Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative process step by step. Complementing the instructions are examples of layouts and ad copy, giving students the tools to create their own advertising.
Author: Sandra E. Moriarty
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 456
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Book Description
A comprehensive introduction to the creative side of advertising covering copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession, it discusses the advertising process, media specifics and situations and decision.
Author: Andrew Essex
Publisher: Random House
ISBN: 0399588515
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
A recovering Mad Man throws down the ultimate challenge to his profession: Innovate or die. The ad apocalypse is upon us. Today millions are downloading ad-blocking software, and still more are paying subscription premiums to avoid ads. This $600 billion industry is now careening toward outright extinction, after having taken for granted a captive audience for too long, leading to lazy, overabundant, and frankly annoying ads. Make no mistake, Madison Avenue: Traditional advertising, as we know it, is over. In this short, controversial manifesto, Andrew Essex offers both a wake-up call and a road map to the future. In The End of Advertising, Essex gives a brief and pungent history of the rise and fall of Adland—a story populated by snake-oil salesmen, slicksters, and search-engine optimizers. But his book is no eulogy. Instead, he boldly challenges global marketers to innovate their way to a better ad-free future. With trenchant wit and razor-sharp insights, he presents an essential new vision of where the smart businesses could be headed—a broad playing field where ambitious marketing campaigns provide utility, services, gifts, patronage of the arts, and even blockbuster entertainment. In this utopian landscape, ads could become so enticing that people would pay—yes, pay—to see them. Praise for The End of Advertising “New York media types aren’t quick to pass up a party, even one celebrating a book that predicts their demise. . . . The future of marketing will need to rely on creative, innovative models, Mr. Essex wrote, pointing to The Lego Movie and New York’s Citi Bike bicycle-share program as promising examples.”—The New York Times “A rabble-rousing indictment of the ad industry from one of its own. Essex predicts that success will depend less on the ability to annoy and more on the capacity to create and entertain.”—Adam Grant, New York Times bestselling author of Originals and Give and Take “Fresh and timely, The End of Advertising is an eye-opening take on the current media landscape. And along with it, Essex provides a road map for how brands can reinvent themselves and navigate this new world.”—Arianna Huffington “In this dynamic little book, Essex challenges brands—even those of us who pride ourselves on thinking outside the box—to think bigger still. He’s got me thinking.”—Neil Blumenthal, co-founder of Warby Parker “Mandatory reading for anyone who wants to get a message across in this age of authenticity.”—Alexis Ohanian, co-founder, Reddit
Author: Margo Berman
Publisher: Rowman & Littlefield
ISBN: 9780742555518
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Catch an inside look at the advertising creative process. Discover how teams collaborate to create unforgettable promotions like the Budweiser "Clydesdale," PEDIGREE "Adoption Drive," or UPS "Whiteboard" campaigns.
Author: Paul Kemp-Robertson
Publisher: Penguin UK
ISBN: 0241328985
Category : Business & Economics
Languages : en
Pages : 325
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Book Description
Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance? Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution. Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too.
