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Author: Tom Altstiel Publisher: SAGE Publications ISBN: 1506315402 Category : Language Arts & Disciplines Languages : en Pages : 751
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
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
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
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: Miriam Sorrentino Publisher: Laurence King Publishing ISBN: 9781780671192 Category : Design Languages : en Pages : 0
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
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
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: Simon Veksner Publisher: Laurence King Publishing ISBN: 9781856696579 Category : Design Languages : en Pages : 0
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 dont 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 a placement/internship and turn it into a full-time job; 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: Tony Antin Publisher: ISBN: Category : Business & Economics Languages : en Pages : 264
Book Description
The definitive book on creating ads that sell by one of the world's leading experts in this area. Gives detailed, step-by-step instructions for developing print ads that are always effective. Packed with examples of ads that work--and those that don't--plus clear, specific explanations of the subtle differences between them.
Author: Paul Kemp-Robertson Publisher: Penguin UK ISBN: 0241328985 Category : Business & Economics Languages : en Pages : 325
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.
Author: Margo Berman Publisher: Rowman & Littlefield Publishers ISBN: 1461644127 Category : Social Science Languages : en Pages : 252
Book Description
Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.
Author: Tom Altstiel
Author: Tom Altstiel
Author: Mario Pricken
Author: Ken Burtenshaw
Author: Miriam Sorrentino
Author: Bonnie L. Drewniany
Author: Sandra E. Moriarty
Author: Simon Veksner
Author: Tony Antin
Author: Paul Kemp-Robertson
Author: Margo Berman