Cart
  • Free Shipping on all orders in Australia
  • Over 7 million books in stock
  • Proud to be B-Corp
  • We aim to be carbon neutral by 2022
  • Over 120,000 Trustpilot reviews
Item 1 of 0
Strategic Thinking for Advertising Creatives By Alice Kavounas Taylor

Strategic Thinking for Advertising Creatives by Alice Kavounas Taylor

Condition - Very Good
$36.99
Out of stock

Summary

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.

Strategic Thinking for Advertising Creatives Summary

Strategic Thinking for Advertising Creatives: 11 Essential Steps to Creativity by Alice Kavounas Taylor

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.

About Alice Kavounas Taylor

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.

Table of Contents

INTRODUCTORY SECTION: Strategy is 70% of Creativity THE BRIEF: CHAPTERS 1-11 1. Product/Service: What, precisely, is your advertising selling? 2. Objective: What must your advertising achieve? 3. Target Market: Who is the primary focus of your advertising? 4. Strategy: How will the advertising achieve its task? 5. Proposition: What's the 'hook' that will attract the target market? 6. Support: Why does the product interest this target market? 7. Competition: Who else is fighting for your target market's attention in this area? 8. Mandatory: What has to appear in the advertising - e.g., a legal requirement. 9. Tone of Voice: Describe the campaign's character - in three adjectives, max! 10. Desired Consumer Response: What do you want your target to do, feel or think after seeing the advertising? 11. Media Requirement: Where will the advertising appear? Glossary Further reading/ Bibliography Websites for sourcing ads Picture credits Index

Additional information

GOR006790621
9781780672731
178067273X
Strategic Thinking for Advertising Creatives: 11 Essential Steps to Creativity by Alice Kavounas Taylor
Used - Very Good
Paperback
Laurence King Publishing
2013-09-01
208
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Strategic Thinking for Advertising Creatives