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Strategic thinking for advertising creatives Alice Kavounas Taylor [Text]

By: Taylor.
Material type: TextTextPublisher: London Laurence King Publishing 2013Description: 208 pages illustrations (black and white, and colour) 25 cm pbk.ISBN: 9781780672731.Subject(s): Advertising campaigns -- Planning | BUS | Strategic planningDDC classification: 659.1'13
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Management HZ 659.1'13 TAY (Browse shelf) 1 Available M13540A1076

Enhanced descriptions from Syndetics:

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.<br> <br> 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. At the end of each chapter, the reader uses the knowledge they have just gained on a hypothetical project, so that by the end of the book, they have employed each of the 11 essential elements and formed their own creative brief.<br> <br> Featuring international examples of current and classic campaigns, Strategic Thinking for Advertising Creatives

Includes bibliographical references and 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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