Strategic thinking for advertising creatives / Alice Kavounas Taylor.
Material type: TextPublisher: London, United Kingdom : Laurence King Publishing, 2013Description: 208 pages : illustrations (chiefly color) ; 25 cmContent type:- text
- unmediated
- volume
- 9781780672731
- 178067273X
- 659.1 TA.S 2013 23
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Books | The Knowledge Hub Library | Design Media | 659.1 TA.S 2013 (Browse shelf(Opens below)) | Not For Loan | 211387 | ||
Books | The Knowledge Hub Library | Design Media | 659.1 TA.S 2013 (Browse shelf(Opens below)) | Not For Loan | 211388 |
Browsing The Knowledge Hub Library shelves, Collection: Design Media Close shelf browser (Hides shelf browser)
658.872 RY.U 2017 Understanding digital marketing : marketing strategies for engaging the digital generation / | 659.1 LO.D 2012 Damn good advice for people with talent : how to unleash your creative potential by America's master communicator / | 659.1 PR.T 2016 The advertising concept book : | 659.1 TA.S 2013 Strategic thinking for advertising creatives / | 659.1 TA.S 2013 Strategic thinking for advertising creatives / | 659.1045 MA.A 2010 Art direction / | 659.134 DO.S 2013 Storytelling across worlds : transmedia for creatives and producers / |
Includes bibliographical references (page 201) and index.
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.
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.
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