Strategic Thinking for Advertising Creatives

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ISBN: 9781780672731 Category:

Alice Kavounas Taylor

Description

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 on a hypothetical project, so that by 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 online.

Additional information

Weight 636 g
Dimensions 17 x 24.4 cm
Publisher name Laurence King Publishing Ltd
Publication date 1 September 2013
Number of pages 208
Format Paperback / softback
Dimensions 17 x 24.4 cm
Weight 636 g
Alice Kavounas Taylor has enjoyed an award-winning, international advertising career in London and New York. She was formerly Senior Lecturer on the MA in Creative Advertising at University College Falmouth, a course she originated, led and on which she taught studio practice for 15 years.