Summary
Contents
Subject index
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
The Advertising Creative Process
The Advertising Creative Process
There are a great many advertising and marketing case histories in the public domain, most of them extremely comprehensive. Mainly, they follow a familiar pattern. There is a detailed description of the nature and history of the market, the nature and history of the featured company and its competitors, the social and economic climate prevailing at the time, and the strengths and weaknesses of the brand in question. There is well-documented detail about consumer beliefs and misconceptions and a painstaking description of the thought processes that led to a final advertising brief. What the advertising is required to communicate, and to whom, is clinically identified and articulated. And then, almost without exception, the case history moves into fast-forward ...
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