MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02286cam a2200277 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20220821084942.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
220821s2013 enka|||| b||| 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781780672731 |
| Qualifying information |
paperback |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
178067273X |
| Qualifying information |
paperback |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
EG-CaTKH |
| Language of cataloging |
eng |
| Transcribing agency |
EG-CaTKH |
| Description conventions |
rda |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 TA.S 2013 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Taylor, Alice Kavounas, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Strategic thinking for advertising creatives / |
| Statement of responsibility, etc. |
Alice Kavounas Taylor. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
London, United Kingdom : |
| Name of producer, publisher, distributor, manufacturer |
Laurence King Publishing, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2013. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
208 pages : |
| Other physical details |
illustrations (chiefly color) ; |
| Dimensions |
25 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (page 201) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Introduction -- Product/service : what, precisely, is your advertising selling? -- Objective : what must your advertising achieve? -- Tarket market : who is the primary focus of your advertising? -- Strategy : how will your advertising achieve your objective? -- Proposition : what's the 'hook' that will attract the target market? -- Support : why does the product interest this target market? -- Competition : who else is fighting for your target market's attention in this area? -- Mandatory elements : what hasa to appear in the advertising-e.g. a legal requirement -- Tone of voice : describe the campaign's character-in three adjectives, max! -- Desired consumer response : what do you want your target audience to do, feel or think after seeing the advertising? -- Media requirement : where will the advertising appear? -- Further reading -- Index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Strategic thinking is central to creating a successful advertising campaign, yet it is rarely taught systematically. This book enables advertising creatives to formulate a clear brief and to think strategically. Structured according to the 11 essential elements of a classic advertising brief, it offers a simple, clear, universal template against which the student or young creative can map his or her current project, and learn to understand the key elements that make up a strong brief. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising campaigns. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Cataloger's name |
mona.romia |
| Cataloging process |
P |
| First Date, FD (RLIN) |
20220821 |
