Strategic thinking for advertising creatives /
Taylor, Alice Kavounas,
Strategic thinking for advertising creatives / Alice Kavounas Taylor. - 208 páginas : ilustraciones ; 25 cm.
Incluye bibliografía.
Introduction -- Product/service : what, precisely, is your advertising selling? -- Objective : what must your advertising achieve? -- Tarket market : who is the primary focus of your advertising? -- Strategy : how will your advertising achieve your objective? -- Proposition : what´s the ´hook´ that will attract the target market? -- Support : why does the product interest this target market? -- Competition : who else is fighting for your target market´s attention in this area? -- Mandatory elements : what hasa to appear in the advertising-e.g. a legal requirement -- Tone of voice : describe the campaign´s character-in three adjectives, max! -- Desired consumer response : what do you want your target audience to do, feel or think after seeing the advertising? -- Media requirement : where will the advertising appear? -- Further reading -- 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.
178067273X 9781780672731
Campañas publicitarias.
Publicidad.
659.1 / T238s 2013
Strategic thinking for advertising creatives / Alice Kavounas Taylor. - 208 páginas : ilustraciones ; 25 cm.
Incluye bibliografía.
Introduction -- Product/service : what, precisely, is your advertising selling? -- Objective : what must your advertising achieve? -- Tarket market : who is the primary focus of your advertising? -- Strategy : how will your advertising achieve your objective? -- Proposition : what´s the ´hook´ that will attract the target market? -- Support : why does the product interest this target market? -- Competition : who else is fighting for your target market´s attention in this area? -- Mandatory elements : what hasa to appear in the advertising-e.g. a legal requirement -- Tone of voice : describe the campaign´s character-in three adjectives, max! -- Desired consumer response : what do you want your target audience to do, feel or think after seeing the advertising? -- Media requirement : where will the advertising appear? -- Further reading -- 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.
178067273X 9781780672731
Campañas publicitarias.
Publicidad.
659.1 / T238s 2013