The Brains Behind Great Ad Campaigns

Author : Margo Berman
Publisher : Rowman & Littlefield Publishers
ISBN 13 : 1461644127
Total Pages : 252 pages
Book Rating : 4.25/5 ( download)

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Download or read book The Brains Behind Great Ad Campaigns written by Margo Berman and published by Rowman & Littlefield Publishers. This book was released on 2009-07-16 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

Author : Margo Berman
Publisher : Rowman & Littlefield
ISBN 13 : 9780742555518
Total Pages : 256 pages
Book Rating : 4.18/5 ( download)

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Download or read book The Brains Behind Great Ad Campaigns written by Margo Berman and published by Rowman & Littlefield. This book was released on 2009 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Catch an inside look at the advertising creative process. Discover how teams collaborate to create unforgettable promotions like the Budweiser "Clydesdale," PEDIGREE "Adoption Drive," or UPS "Whiteboard" campaigns.

Author : Erik Du Plessis
Publisher : Kogan Page Publishers
ISBN 13 : 9780749443665
Total Pages : 268 pages
Book Rating : 4.69/5 ( download)

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Download or read book The Advertised Mind written by Erik Du Plessis and published by Kogan Page Publishers. This book was released on 2005 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Du Plessis draws on information about the working of the human brain from psychologists, neurologists, and artificial intelligence specialists to suggest why "ad-liking" is such an important factor in advertisement and how it predisposes consumers to buy the brand that is being advertised.

Author : Robyn Blakeman
Publisher : Rowman & Littlefield
ISBN 13 : 1442221232
Total Pages : 339 pages
Book Rating : 4.39/5 ( download)

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Download or read book Integrated Marketing Communication written by Robyn Blakeman and published by Rowman & Littlefield. This book was released on 2014-07-10 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately—and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.

Author : Eliza Williams
Publisher :
ISBN 13 : 9781780674476
Total Pages : 224 pages
Book Rating : 4.73/5 ( download)

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Download or read book How 30 Great Ads Were Made written by Eliza Williams and published by . This book was released on 2012 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book takes readers behind the scenes in the world of advertising. It looks at key advertising campaigns from the last ten years, examining how they were developed. Technical information on how the ads were created is accompanied by anecdotes from the creatives, directors, and clients, with accounts of how the ads were made and the problems encountered along the way ... As well as offering an insight into the working practices within advertising, this book also demonstrates how the industry is currently experiencing a period of rapid change, and shows the different skills that are now required to work in advertising."--Inside cover.

Author : Robyn Blakeman
Publisher : SAGE Publications
ISBN 13 : 1452292868
Total Pages : 265 pages
Book Rating : 4.61/5 ( download)

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Download or read book Nontraditional Media in Marketing and Advertising written by Robyn Blakeman and published by SAGE Publications. This book was released on 2013-01-14 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed. Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!

Author : Rosser Reeves
Publisher : Lulu.com
ISBN 13 : 1387028049
Total Pages : 123 pages
Book Rating : 4.47/5 ( download)

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Download or read book Reality In Advertising written by Rosser Reeves and published by Lulu.com. This book was released on 2017-06-09 with total page 123 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as "the best book for professionals that has ever come out of Madison Avenue." Rosser Reeves says: "The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research." These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. Get Your Copy Now

Author : David M Jones
Publisher : Routledge
ISBN 13 : 1317452127
Total Pages : 232 pages
Book Rating : 4.26/5 ( download)

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Download or read book When Ads Work written by David M Jones and published by Routledge. This book was released on 2015-03-26 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.

Author : Bob Schmetterer
Publisher : John Wiley & Sons
ISBN 13 : 0471454532
Total Pages : 257 pages
Book Rating : 4.33/5 ( download)

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Download or read book Leap written by Bob Schmetterer and published by John Wiley & Sons. This book was released on 2003-03-10 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 heart-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 brand-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. It's about mixing business's cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. It's about connecting with and listening to the client, understanding the business and the product, tapping into the client's passion for the product, and transmitting that passion to the consumer. It's about what happens when the business makes creativity part of its core strategy-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 businesses-and perhaps their industries. It's 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 world's 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!

Author : Nicholas Ind
Publisher :
ISBN 13 : 9780749405366
Total Pages : 223 pages
Book Rating : 4.68/5 ( download)

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Download or read book Great Advertising Campaigns written by Nicholas Ind and published by . This book was released on 1993 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: