Advertising Creative
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Advertising Creative
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Author : Tom Altstiel
language : en
Publisher: SAGE Publications
Release Date : 2018-12-15
Advertising Creative written by Tom Altstiel and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-15 with Language Arts & Disciplines categories.
Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
Advertising Creative
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Author : Tom Altstiel
language : en
Publisher: SAGE Publications
Release Date : 2022-05-06
Advertising Creative written by Tom Altstiel and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-06 with Language Arts & Disciplines categories.
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.
How To Make It As An Advertising Creative
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Author : Simon Veksner
language : en
Publisher: Hachette UK
Release Date : 2010-05-17
How To Make It As An Advertising Creative written by Simon Veksner and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-17 with Art categories.
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.
The Fundamentals Of Creative Advertising
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Author : Ken Burtenshaw
language : en
Publisher: A&C Black
Release Date : 2011-08-31
The Fundamentals Of Creative Advertising written by Ken Burtenshaw and has been published by A&C Black this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08-31 with Design categories.
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.
Advertising By Design
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Author : Robin Landa
language : en
Publisher: John Wiley & Sons
Release Date : 2016-11-08
Advertising By Design written by Robin Landa and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-08 with Design categories.
A real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillaries include PowerPoint slides and quizzes bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age. Master the fundamentals of advertising design for a range of media channels Integrate print, web, social media, and more to convey an engaging story Jumpstart your creativity with lessons from top creative directors Build your knowledge base around the reality of modern advertising Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands. "With its colorful, current examples, insightful interviews and relevant and thorough content, this book is the winning text for me." (Journal of Advertising Education, Sage Journals - Spring 2017)
Creative Advertising
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Author : Mario Pricken
language : en
Publisher:
Release Date : 2008
Creative Advertising written by Mario Pricken and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Entertaining and inspirational, Creative Advertising is a 'must have' for all designers, art directors, copywriters, and students of advertising - in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification. Unravels the creative processes behind some of the most original and effective campaigns of recent years, showcasing over two hundred examples of international advertising from media including magazines and billboards, television, cinema and the Internet. Highlights different methods for creating original and unforgettable advertisements, from finding the elusive 'big idea' to re-working classic techniques. Covers award-winning work from some of the biggest and most influential names in the industry, alongside exciting young agencies. All brilliantly demonstrate a fascinating range of approaches including * Ways of visualizing concepts * The art of illusion and paradox * Using metaphor and analogy * Deploying shock tactics and humour Includes interviews with international professionals, providing unique insights into the working practices of top creatives.
Advertising Strategy
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Author : Tom Altstiel
language : en
Publisher: SAGE
Release Date : 2006
Advertising Strategy written by Tom Altstiel and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
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.
The Role And Effectiveness Of Advertising Creative Strategy
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Author : Filippo Dall'Olio
language : en
Publisher:
Release Date : 2020
The Role And Effectiveness Of Advertising Creative Strategy written by Filippo Dall'Olio and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.
"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"--
Advertising And Promotion
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Author : George Edward Belch
language : en
Publisher:
Release Date : 2004
Advertising And Promotion written by George Edward Belch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Advertising categories.
The Brains Behind Great Ad Campaigns
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Author : Margo Berman
language : en
Publisher:
Release Date : 2009
The Brains Behind Great Ad Campaigns written by Margo Berman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Social Science categories.
Based on the life of Notorious underworld hitman Mark "Chopper" ReadChopper, the internationally acclaimed, award winning feature has been perfectly captured on DVD with an arsenal of extra features and never-before-seen footage such as the star and director meeting the REAL chopper while researching the film. PLUS: fascinating deleted scenes and alternative takes, the theatrical trailer and audio commentaries from both director Andrew Dominik and Mark Brandon 'Chopper' read himself.Standover man, repentant underworld executioner and inventive raconteur, Mark Brandon 'Chopper' Read is Australia's most infamous ex-criminal. He is also one of the country's most popular authors.Inspired by the books by 'Chopper' Read, and informed by study of police records, court transcripts, news coverage and interviews with police and prison workers, CHOPPER is an original screenplay by Andrew Dominik.CHOPPER is not a bio-pic, but a multi-sided examination of the pathology of a complex and violent man. A man who becomes a cult figure thanks to a colourful imagination and a wicked, old-world sense of humour.