Author : Robert Bowdery
Publisher : AVA Publishing
Page : 179 pages
File Size : 33,65 MB
Release : 2008-07-16
Category : Business & Economics
ISBN : 294037368X
Presents a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising process.
Author : Nik Mahon
Publisher : Bloomsbury Publishing
Page : 186 pages
File Size : 10,17 MB
Release : 2017-11-02
Category : Business & Economics
ISBN : 1350034568
Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.
Author : Rob Bowdery
Publisher : Bloomsbury Publishing
Page : 178 pages
File Size : 32,62 MB
Release : 2008-06-16
Category : Business & Economics
ISBN : 2940439532
This book highlights the importance of thinking both verbally and visually, taking into account the key relationship between the words and images that occur within creative ad concepts. It contains numerous visual examples demonstrating the variety of work with which copywriters are involved, supported by in-depth discussion and analysis to help the reader understand why certain adverts work well. Packed with practical exercises, as well as tips and guidance on how to generate ideas and think creatively, this book will help you to communicate effectively with your target audience - or indeed anyone!
Author : Nik Mahon
Publisher : Bloomsbury Publishing
Page : 285 pages
File Size : 41,76 MB
Release : 2017-08-10
Category : Design
ISBN : 1350034134
Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks. Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.
Author : J V Vilanilam
Publisher : SAGE
Page : 220 pages
File Size : 49,80 MB
Release : 2004-03-15
Category : Business & Economics
ISBN : 9780761998105
This book introduces the reader to a brief history of the evolution of advertising in the world and in India, including: the economic and social importance of advertising; the role of advertising agencies in the creation and dissemination of advertisements through the media; and above all, the practical aspects of client servicing and copy creation for different media.
Author : Mark Tungate
Publisher : Kogan Page Publishers
Page : 316 pages
File Size : 34,59 MB
Release : 2007
Category : Business & Economics
ISBN : 9780749448370
Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.
Author : David Ogilvy
Publisher : Vintage
Page : 613 pages
File Size : 18,48 MB
Release : 2013-09-11
Category : Social Science
ISBN : 0804170053
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Author : Shari Graydon
Publisher : Annick Press
Page : 124 pages
File Size : 22,26 MB
Release : 2003
Category : Art
ISBN : 9781550378146
Grade level: 4, 5, 6, 7, 8, e, i, t.
Author : Maria Ross
Publisher : Norlightspress.com
Page : 210 pages
File Size : 27,49 MB
Release : 2014-02-21
Category : Business & Economics
ISBN : 9781935254874
Marketing expert Maria Ross shares real-life examples and expert interviews to show how organizations of any size can create a winning brand. The secret is starting with a strong Brand Strategy, which goes beyond a logo. This book reveals a simple ten-question process to build a strong brand strategy and bring it to life.
Author : Sean Brierley
Publisher : Routledge
Page : 288 pages
File Size : 21,58 MB
Release : 2005-08-04
Category : Business & Economics
ISBN : 113484283X
The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources
