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