Coverart for item
The Resource Strategic thinking for advertising creatives, Alice Kavounas Taylor

Strategic thinking for advertising creatives, Alice Kavounas Taylor

Label
Strategic thinking for advertising creatives
Title
Strategic thinking for advertising creatives
Statement of responsibility
Alice Kavounas Taylor
Creator
Author
Subject
Language
eng
Summary
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. At the end of each chapter, the reader uses the knowledge they have just gained in the previous chapter on a hypothetical project, so that at the end of the book, they have employed each of the 11 essential elements and formed their own creative brief. Featuring international examples of current and classic campaigns, Strategic Thinking for Advertising Creatives is a primer in classic advertising techniques and shows how these core principles are being adapted to online and social networking
http://library.link/vocab/creatorName
Taylor, Alice Kavounas
Dewey number
659.1
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Advertising
  • Advertising campaigns
Label
Strategic thinking for advertising creatives, Alice Kavounas Taylor
Instantiates
Publication
Bibliography note
Includes bibliographical references (page 201) and index
Carrier category
volume
Content category
text
Contents
Machine generated contents note: 1.Product/Service: What, Precisely is Your Advertising Selling? -- 2.Objective: What Must Your Advertising Achieve? -- 3.Target Market: Who Is the Primary Focus of Your Advertising? -- 4.Strategy: How Will Your Advertising Achieve Your Objective? -- 5.Proposition: What's the ሯok' that Will Attract the Target Market? -- 6.Support: Why Does the Product Interest this Target Market? -- 7.Competition: Who Else Is Fighting for Your Target Market's Attention in this Area? -- 8.Mandatory Elements: What Has to Appear in the Advertising - E.G. A Legal Requirement -- 9.Tone of Voice: Describe the Campaign's Character - In three Adjectives, Max! -- 10.Desired Consumer Response: What Do You Want Your Target Audience to Do, Feel or Think After Seeing the Advertising? -- 11.Media Requirement: Where Will the Advertising Appear?
Control code
000051987363
Dimensions
25 cm.
Extent
208 pages
Isbn
9781780672731
Isbn Type
(pbk.)
Other physical details
illustrations (chiefly color)
Label
Strategic thinking for advertising creatives, Alice Kavounas Taylor
Publication
Bibliography note
Includes bibliographical references (page 201) and index
Carrier category
volume
Content category
text
Contents
Machine generated contents note: 1.Product/Service: What, Precisely is Your Advertising Selling? -- 2.Objective: What Must Your Advertising Achieve? -- 3.Target Market: Who Is the Primary Focus of Your Advertising? -- 4.Strategy: How Will Your Advertising Achieve Your Objective? -- 5.Proposition: What's the ሯok' that Will Attract the Target Market? -- 6.Support: Why Does the Product Interest this Target Market? -- 7.Competition: Who Else Is Fighting for Your Target Market's Attention in this Area? -- 8.Mandatory Elements: What Has to Appear in the Advertising - E.G. A Legal Requirement -- 9.Tone of Voice: Describe the Campaign's Character - In three Adjectives, Max! -- 10.Desired Consumer Response: What Do You Want Your Target Audience to Do, Feel or Think After Seeing the Advertising? -- 11.Media Requirement: Where Will the Advertising Appear?
Control code
000051987363
Dimensions
25 cm.
Extent
208 pages
Isbn
9781780672731
Isbn Type
(pbk.)
Other physical details
illustrations (chiefly color)

Library Locations

    • Margaret Martin LibraryBorrow it
      Level 1, Royal Randwick Shopping Centre, Randwick, NSW, 2031, AU
      -33.9151421 151.2408898
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