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Creative Strategy in Advertising (with InfoTrac ) (Wadsworth Series in Mass Communication and Journalism)
A. Jerome Jewler , and Bonnie L. Drewniany Manufacturer: Wadsworth Publishing ProductGroup: Book Binding: Paperback Similar Items:
ASIN: 053462510X |
Book Description
CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.Customer Reviews:
A Necessary Resource for Communication, Advertising, PR, and Layout Design Majors!!!.......2007-03-02
It's a Keeper.......2003-01-17
new edition out.......2000-08-11
Creative and interesting.......2000-05-10
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Innovation (NTC Business Books)
Thomas Kuczmarski Manufacturer: McGraw-Hill ProductGroup: Book Binding: Hardcover Similar Items:
ASIN: 0844233242 |
Book Description
Give your students the edge in the marketplace--the ability to understand and manage the process of innovation and new product development, the force driving today's economy. This book introduces a strategic, results-oriented program that helps students understand how to develop and foster an innovation mindset among everyone in an organization. It discusses how to overcome the aversion to risk that typically impedes the innovation process, along with techniques on how to link innovation to corporate strategies.Customer Reviews:
Create your own innovation mindset with a great roadmap.......1999-01-07
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Advertising Strategy: Creative Tactics From the Outside/In
Tom Altstiel , and Jean Grow Manufacturer: Sage Publications, Inc ProductGroup: Book Binding: Paperback Similar Items:
ASIN: 1412917964 |
Book Description
Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country.  ÂAdvertising Strategy is an excellent textbook for advanced undergraduate and graduate students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing. Â
Customer Reviews:
Great, Funny, and Insightful Book.......2006-12-12
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Flicking Your Creative Switch: Developing Brighter Ideas For Business
Wayne Lotherington Manufacturer: John Wiley & Sons ProductGroup: Book Binding: Paperback ASIN: 0470821035 |
Book Description
Today we need to have a more new, fresh, competitive, superior, big, standard-setting, world-class, or as Wayne writes “brighter ideas for business” than ever, in order to keep our industry (advertising) relevant and alive. Wayne’s world of thoughts for finding those high caliber ideas are inspiring. We’ve put some of them into practice, with great success. Wayne’s book cures the fear of the blank page; I wish it came in pocket size. – Michael Conrad, Vice Chairman, Chief Creative Officer, Leo Burnett Worldwide Inc. (1997-2002)This is a book for everybody who wants to be more creative but doesn’t know where to start. It’s also for creative people who like the rest of us mortals need to jump-start their engines once in a while. Wayne Lotherington has a special gift for helping people generate big ideas and realize their creative potential. In Flicking Your Creative Switch, he shares some of his proven methods, based on 20 years in leading creative organizations, in simple language, with easy-to-use tools. — Peter Wilken, Partner, The Brand Company, Hong Kong
At last, a powerful look at the ‘how to’ ; of creativity in a way that’s inspiring, witty, and most importantly, actionable. Wayne Lotherington is the new Edward de Bono —Dr. Michael Llewellyn-Williams, Founder & President, BrandMechanics Inc., San Francisco
Nowadays successful businesses must be able to come up with new, breakthrough business ideas on-demand, and must be able to implement them at the speed of ‘e’. Wayne Lotherington offers them the best handbook on creative thinking that I’ve read. It is simple, clear, concise, actionable and inspirational. It will help any business generate better ideas than ever. If you need your business to be more creative, you need to ‘flick your creative switch’ right now. — Chris Jaques, CEO, The Bigthinking Group, UK
A surprising number of people, even in so-called creative industries such as advertising, suffer from the belief that they themselves are not creative. Wayne Lotherington will quickly prove you wrong. This book lays out Wayne’s theory of creative thinking in a simple, easy-to-grasp way. There are numerous exercises to try, and useful tools that you can apply immediately to your daily life. Having attended Wayne’s courses, I can assure any reader that your mind will be bussing with possibilities, and eager to take on new creative challenges. Anyone can be creative. Wayne’s book will give you the courage to try. —Kate Bristow, Director of Strategic Planning, M & C Saatchi, Singapore
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Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Robyn Blakeman Manufacturer: Rowman & Littlefield Publishers, Inc. ProductGroup: Book Binding: Paperback Similar Items:
ASIN: 0742529649 |
Book Description
Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested approach that lays out creative processes and strategies for effective IMC. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and media format considerations. She also looks at visual and verbal tactics and business theory and practices in relation to the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing.
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Leap! A Revolution in Creative Business Strategy
Bob Schmetterer Manufacturer: Wiley ProductGroup: Book Binding: Hardcover Similar Items:
ASIN: 0471229172 |
Book Description
Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heartÂ-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea.In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brandÂ-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz.
Leap is about connecting the left brain and the right brain to develop solid business strategies that are also creative, fresh, and exciting. Its about mixing businesss cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. Its about connecting with and listening to the client, understanding the business and the product, tapping into the clients passion for the product, and transmitting that passion to the consumer. Its about what happens when the business makes creativity part of its core strategyÂ-enabling it to move beyond self-imposed boundaries and expand the limits of its reach.
With a wealth of examples from Volvo to Purdue, Schmetterer shows ad agencies and managers how to help their clients develop the big, creative idea that will transform their businessesÂ-and perhaps their industries. Its time for companies to make the Leap that synthesizes business and creativity to reap the full rewards of profitable innovation.
BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, a one of the worlds top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abby National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo!
Customer Reviews:
Leap! A Revolution in Creative Business Strategy.......2005-09-25
Highly Recommended!.......2004-06-07
Used as a sales tool ... to his own staff.......2003-11-27
Good ideas and the CBI concept would work, if we actually used it, which we never did. Twaddle + (Internal & External) Book Promotion = One Rich Bob S.
There's No Time Like the Future.......2003-08-20
Bob Schmetterer offers a framework for you to get at Why you do what you do, and How do you do it. This book is an inspiration for taking whatever you are engaged with, turning it on its side, and challenging the very premise of its existence. As I read the book, I have made so many notes that I must be careful not to overwhelm my customers with too many questions, challenges, and ideas.
If you soak-up all the principles awash throughout the book and apply what you learn to your work or experiences you already know, you could walk into the Kroger and redesign the Experience of the produce department, propose a new Brand perspective to AAA insurance, or redefine how your customers `use you.'
To be inspired, the reading material has to be inspiring. Bob Schmetterer's LEAP will go down in business literature as a fairy tale come to life. Bob, please conscript me into your service!
Could have been a great one.......2003-08-20
For anyone who doesn't work for Bob, this book does not deserve more than an executive skimming.
And while you're at it, you might as well skip the parts about how top management need to encourage creative thinking, or being a renegade, or the need for trust and a good relationship for the client. And oh yeah, you get to hear a lot about what a great job Bob did for his clients. I mean really, didn't we read this stuff in Fast Company in 1998? And shouldn't a book about creative business ideas be a bit more creative?
I love creative ideas and look forward to the day that agencies step up to the plate and actually propose them to clients. Until then, if you're looking for a way to institutionalize creative ideas, I wouldn't recommend starting with Bob's book.
Perhaps a company-wide subscription to Fast Company...
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Great Print Advertising: Creative Approaches, Strategies, and Tactics
Anthony Antin Manufacturer: John Wiley & Sons ProductGroup: Book Binding: Paperback ASIN: 0471557137 |
Customer Reviews:
He's living in the 1950s.......1999-09-12
Sominex by the pages.......1998-10-02
Customer-centric Advertising Sells.......1998-04-23
Absolut Waste.......1998-02-02
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Creative Strategy in Advertising ,7th Ed.,pb,2000
A. Jerome/ D Jewler Manufacturer: Wadsworth Pub Co ProductGroup: Book Binding: Paperback ASIN: B000LSGMK8 |
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The Accounting Professional's Encyclopedia of Low Cost and Creative Marketing Strategies
Allen R. D'Angelo Manufacturer: Archer-Ellison Publishing ProductGroup: Book Binding: Paperback ASIN: 1574723502 |
Customer Reviews:
Ideas that can help just about anyone.......2002-12-06
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Advertising Writing: Putting Creative Strategy to Work
W. Keith Hafer , and Gordon E. White Manufacturer: West Publishing Company ProductGroup: Book Binding: Hardcover ASIN: 0314465324 |
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Ready-to-Use Illustrations of Toys, Dolls and Games (Dover Clip-Art Series)
Carol Pate Manufacturer: Dover Publications ProductGroup: Book Binding: Paperback Similar Items:
ASIN: 0486266710 |
Book Description
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