The Fundamentals of Creative Advertising

The Fundamentals of Creative Advertising
Author: Ken Burtenshaw,Nik Mahon,Caroline Barfoot
Publsiher: A&C Black
Total Pages: 184
Release: 2011-08-31
ISBN: 2940411565
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Fundamentals of Creative Advertising Book Excerpt:

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.

Considering a Creative Advertising Agency

Considering a Creative Advertising Agency
Author: Center for Self-Sufficiency Publishing
Publsiher: Center For Self Sufficiency
Total Pages: 119
Release: 2005-01-01
ISBN: 091081161X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Considering a Creative Advertising Agency Book Excerpt:

Advertising Creative

Advertising Creative
Author: Tom Altstiel,Jean Grow
Publsiher: SAGE Publications
Total Pages: 488
Release: 2015-12-10
ISBN: 1506315399
Category: Language Arts & Disciplines
Language: EN, FR, DE, ES & NL

Advertising Creative Book Excerpt:

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 in Advertising

Creative Strategy in Advertising
Author: Bonnie L. Drewniany,A. Jerome Jewler
Publsiher: Cengage Learning
Total Pages: 336
Release: 2013-01-01
ISBN: 1285415477
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Creative Strategy in Advertising Book Excerpt:

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 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. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

How to Make It as an Advertising Creative

How to Make It as an Advertising Creative
Author: Simon Veksner
Publsiher: Hachette UK
Total Pages: 160
Release: 2010-05-17
ISBN: 1780675232
Category: Art
Language: EN, FR, DE, ES & NL

How to Make It as an Advertising Creative Book Excerpt:

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.

Workshop on Creativity in Advertising

Workshop on Creativity in Advertising
Author: Anonim
Publsiher: Unknown
Total Pages: 135
Release: 2022
ISBN: 1928374650XXX
Category: Advertising
Language: EN, FR, DE, ES & NL

Workshop on Creativity in Advertising Book Excerpt:

Advances in Advertising Research Vol III

Advances in Advertising Research  Vol  III
Author: Tobias Langner,Shintaro Okazaki,Martin Eisend
Publsiher: Springer Science & Business Media
Total Pages: 436
Release: 2012-08-23
ISBN: 383494291X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advances in Advertising Research Vol III Book Excerpt:

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

The Art of Creative Advertising

The Art of Creative Advertising
Author: Michael Antebi
Publsiher: Unknown
Total Pages: 437
Release: 1968
ISBN: 1928374650XXX
Category: Advertising art
Language: EN, FR, DE, ES & NL

The Art of Creative Advertising Book Excerpt:

Advanced Introduction to Advertising

Advanced Introduction to Advertising
Author: De Pelsmacker, Patrick
Publsiher: Edward Elgar Publishing
Total Pages: 192
Release: 2022-01-21
ISBN: 1802200894
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advanced Introduction to Advertising Book Excerpt:

This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline–online shift?

The 7 Secrets of Creative Radio Advertising

The 7 Secrets of Creative Radio Advertising
Author: Tony Hertz
Publsiher: Ecademy Press
Total Pages: 176
Release: 2013-07
ISBN: 1908746653
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The 7 Secrets of Creative Radio Advertising Book Excerpt:

Why you should read this book: because it’s full of wisdom, experiences, examples and entertaining stories drawn from Tony Hertz’s 40 years’ beyond-all reason passion for radio advertising. Including links to 25 of the best radio spots you’ve ever heard.Because in today’s visual/digital /online/mobile/social media/branded content consumed advertising business, radio remains a powerful and relevant way to reach millions of consumers all over the world. And Tony Hertz is uniquely qualified to give it the creative attention it deserves. Because whatever your role in the advertising process, the 7 Secrets will actually show you how to make better radio commercials. Even if 6 of them aren’t actually Secrets. Because if you’ve ever been in one of Tony’s radio workshops, seminars or presentations, this is the book you would have bought afterwards anyway! Because it will make you want to sit down and write a great radio ad!

The Creative Business Guide to Marketing Selling and Branding Design Advertising Interactive and Editorial Services

The Creative Business Guide to Marketing  Selling and Branding Design  Advertising  Interactive  and Editorial Services
Author: Cameron S. Foote
Publsiher: W. W. Norton & Company
Total Pages: 223
Release: 2011-11-14
ISBN: 0393733785
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Creative Business Guide to Marketing Selling and Branding Design Advertising Interactive and Editorial Services Book Excerpt:

The go-to guide on how to market a creative organization, why it is important, and what techniques work. Marketing influences the success of creative services businesses more than any other issue: bad luck, insufficient funding, difficult clients, and weak employees all pale by comparison. Old standbys—word of mouth, referrals, and occasional promotions—are inadequate in today's competitive environment. Whether focused on design, advertising, interactive, editorial, or public relations, all creatives need this know-how book for marketing their business.

Advertising by Design

Advertising by Design
Author: Robin Landa
Publsiher: John Wiley & Sons
Total Pages: 288
Release: 2021-05-04
ISBN: 1119691516
Category: Design
Language: EN, FR, DE, ES & NL

Advertising by Design Book Excerpt:

A real-world introduction to advertising design and art direction, updated and revised for today's industry The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process. With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of A quick start guide to advertising A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators Creative thinking strategies and how to generate ideas based on creative briefs Utilizing brand archetypes and creating unique branded content Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view How to build a brand narrative in the digital age Copywriting how-to's for art directors and designers Experiential advertising An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.

Principles of Integrated Marketing Communications

Principles of Integrated Marketing Communications
Author: Lawrence Ang
Publsiher: Cambridge University Press
Total Pages: 135
Release: 2021-02-28
ISBN: 1108571514
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Principles of Integrated Marketing Communications Book Excerpt:

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.

Advertising Principles and Practice

Advertising Principles and Practice
Author: Gupta Ruchi
Publsiher: S. Chand Publishing
Total Pages: 402
Release: 2012
ISBN: 812194001X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advertising Principles and Practice Book Excerpt:

Introduction To Adverstising | Role Of Advestising In Marketing Mix | Advertising As A Communicaion Tool | Types Of Advertising | Advestising Campaign | Advestising Objectives | Advertising Budget | Advertising Message Decisions | Creative Side Of Advertising | Advertising Appeals | Celebrity Endorsements | Mascots | Media Decisons | Types Of Media | Online Advertising | Measuring Advertising Effectiveness | Advertising Agncies | Legal Aspects Of Advertising In India | Ethical Issues In Advertising | Advertising Standards Council Of India | Surrogate Advertising In India | Comparative Advertising In India | Additional Case Studies | Advertising Glossary

The Advertising Red Books

The Advertising Red Books
Author: Anonim
Publsiher: Unknown
Total Pages: 135
Release: 2004
ISBN: 1928374650XXX
Category: Advertisers
Language: EN, FR, DE, ES & NL

The Advertising Red Books Book Excerpt:

Nontraditional Media in Marketing and Advertising

Nontraditional Media in Marketing and Advertising
Author: Robyn Blakeman
Publsiher: SAGE
Total Pages: 264
Release: 2013-01-14
ISBN: 1412997615
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Nontraditional Media in Marketing and Advertising Book Excerpt:

Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed. Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!

The Entrepreneur s Guide to Advertising

The Entrepreneur s Guide to Advertising
Author: James R. Ogden,Scott Rarick
Publsiher: ABC-CLIO
Total Pages: 122
Release: 2010
ISBN: 0313365822
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Entrepreneur s Guide to Advertising Book Excerpt:

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers. * Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan

Artificial Intelligence Applications and Innovations

Artificial Intelligence Applications and Innovations
Author: Harris Papadopoulos,Andreas S. Andreou,Lazaros S. Iliadis,Ilias Maglogiannis
Publsiher: Springer
Total Pages: 709
Release: 2013-09-03
ISBN: 3642411428
Category: Computers
Language: EN, FR, DE, ES & NL

Artificial Intelligence Applications and Innovations Book Excerpt:

This book constitutes the refereed proceedings of the 9th IFIP WG 12.5 International Conference on Artificial Intelligence Applications and Innovations, AIAI 2013, held in Paphos, Cyprus, in September/October 2013. The 26 revised full papers presented together with a keynote speech at the main event and 44 papers of 8 collocated workshops were carefully reviewed and selected for inclusion in the volume. The papers of the main event are organized in topical sections on data mining, medical informatics and biomedical engineering, problem solving and scheduling, modeling and decision support systems, robotics, and intelligent signal and image processing.

Designing World Class Corporate Strategies

Designing World Class Corporate Strategies
Author: Keith Ward,Andrew Kakabadse,Cliff Bowman
Publsiher: Routledge
Total Pages: 320
Release: 2005-05-12
ISBN: 1136411240
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Designing World Class Corporate Strategies Book Excerpt:

Designing World Class Corporate Strategies considers the key role of corporate centres within very large, primarily multi-business organisations. At present, these corporate centres are under attack as not creating and value and merely adding cost to their groups. The authors have developed a corporate configurations model which demonstrates four ways in which corporate centres can add significant value. However this requires the centre to act in specific ways depending on the external environment in which the group is operating. Designing World Class Corporate Strategies is highly readable, with a large number of illustrative examples included in the text. Academic references and theoretical underpinnings are placed in the final chapter of the book, so that the book is focused on the professional market for strategy and creating value.

Integrated Marketing Communication

Integrated Marketing Communication
Author: Jerome M. Juska
Publsiher: Routledge
Total Pages: 320
Release: 2021-11-30
ISBN: 1000485684
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Integrated Marketing Communication Book Excerpt:

Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.