000 02286cam a2200277 i 4500
005 20220821084942.0
008 220821s2013 enka|||| b||| 001 0 eng d
020 _a9781780672731
_qpaperback
020 _a178067273X
_qpaperback
040 _aEG-CaTKH
_beng
_cEG-CaTKH
_erda
082 0 0 _a659.1 TA.S 2013
_223
100 1 _aTaylor, Alice Kavounas,
_eauthor.
245 1 0 _aStrategic thinking for advertising creatives /
_cAlice Kavounas Taylor.
264 1 _aLondon, United Kingdom :
_bLaurence King Publishing,
_c2013.
300 _a208 pages :
_billustrations (chiefly color) ;
_c25 cm.
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (page 201) and index.
505 0 _aIntroduction -- 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 _aStrategic 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 _aAdvertising.
650 0 _aAdvertising campaigns.
942 _2ddc
_cBK
998 _amona.romia
_bP
_d20220821
999 _c1153
_d1153