The Creative Brief Blueprint: Crafting Strategy That Generates More Effective Advertising, McTigue Kevin, Rucker Derek
Автор: Dan Augustine, Jean Grow, Joanna L. Jenkins, Tom Altstiel Название: Advertising Creative: Strategy, Copy, and Design ISBN: 1071846655 ISBN-13(EAN): 9781071846650 Издательство: Sage Publications Рейтинг: Цена: 21067.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use.
Автор: Jewler/Drewniany Название: Intl Stdt Ed-Creative Strategy in Advertising ISBN: 0495096202 ISBN-13(EAN): 9780495096207 Издательство: Cengage Learning Рейтинг: Цена: 8394.00 р. Наличие на складе: Нет в наличии.
Описание: Provides what students need to be successful as advertising professionals in a fast-changing media environment. This book focuses on the idea that good advertising always starts with an understanding of people and an awareness of their needs. It gives students the necessary tools to create winning advertising strategies.
Описание: As the world of marketing communications has become more tactically complex, the strategy behind the work has suffered. Most ads are not good. They dont achieve the results that the company desires. They end up costing precious time and money. Neither you nor the target like to look at them either. Humanity has been creating marketing communications for over 8000 years. You would think people would be good at this by now. The problem is people arent good at it. Rather, as technology has improved, people have become better at learning just how bad they are. As brands are able to test more efficiently, they are witnessing less effective and even ineffective advertising. As brands have become able to produce spots more effectively, they are seeing more rounds of development that increase costs. And, as brands continue to recognise the value of clear marketing communications, the client-agency relationship has continued to deteriorate. A vicious cycle is upon us where brands are spending large sums of money to learn that the advertising was ineffective; rather than fix the problems, they simply repeat -- we are in our very own version of "Groundhogs Day". This book is designed to give readers the tools they need to achieve meaningful improvement in their communications now and in the future. This book seeks to break the cycle of ineffective strategy and creative and help brands steer their marketing communications towards meaningful results and success. In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy. This strategy is brought to life via a concise and precise "creative brief" that acts as the blueprint for creative work. In each chapter, the authors explain a particular part of the brief, review the value of the brief element to both clients and agencies, identify why brands fail and how to succeed, and answer common queries with regard to myths, misconceptions, and other questions. Tactics will continue to evolve at a rapid pace, but the need for sound strategy is present now more than ever. The book gives readers the tools they need to achieve meaningful improvement in their communications now and in the future.
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