Download or read book The Blueprint for Strategic Advertising written by Margo Berman and published by Routledge. This book was released on 2016-07-01 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.
Download or read book The End of Advertising as We Know It written by Sergio Zyman and published by John Wiley & Sons. This book was released on 2002 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author looks at TV spots, branding, packaging, celebrity spokespeople, sponsorships, publicity and customer service.
Download or read book Strategy in Advertising written by Leo Bogart and published by Heinemann Educational Publishers. This book was released on 1984 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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.
Download or read book Beyond Advertising written by Yoram (Jerry) Wind and published by John Wiley & Sons. This book was released on 2016-02-15 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change? Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities. This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include: Holistically orchestrate and allocate resources across all touchpoints Redefine expectations of success to align for multi-win outcomes Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints
Download or read book Strategy in Advertising written by Leo Bogart and published by N T C Business Books. This book was released on 1996 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategy in Advertising: Matching Media and Messages to Markets and Motivations ties the many different strands of a successful advertising/marketing communications program into a coherent, strategic whole. Rapidly evolving communications technology has driven great changes in marketing practice. But the "big job" of advertising remains the same - developing the right message and using the right medium to reach the right market in order to get the best possible return on an advertising investment. That's what a well-planned and well-executed advertising strategy provides. And Strategy in Advertising: Matching Media and Messages to Markets and Motivations gives you all the practical guidance you'll need to reach that goal.
Download or read book Advertising written by Chris Fill and published by Financial Times/Prentice Hall. This book was released on 2012-09 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This custom edition is specifically published for Swinburne University. The full text downloaded to your computer. With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends Print 2 pages at a time Compatible for PCs and MACs No expiry (offline access will remain whilst the Bookshelf software is installed. eBooks are downloaded to your computer and accessible either offline through the VitalSource Bookshelf (available as a free download), available online and also via the iPad/Android app. When.
Download or read book The Strategy Behind the Ads written by Krisztina Rudnay and published by . This book was released on 2018-08-17 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you don't advertise on Facebook, you are missing out. If you advertise, but your ads are not successful - you can boost their effectiveness with a tool called Facebook ad strategyTechniques like throwing out some ads, creating ad-hoc campaigns, or writing ad copy in 30 seconds won't generate the conversions you are looking for.If you have a solid foundation for your ads, it will help guide you through the lifespan of your Facebook ads - from choosing an objective through targeting to retargeting. Learn how to create a strategy for your Facebook ads from digital marketer and blogger Krisztina Rudnay, creator of several marketing video courses and author of multiple marketing books.*Real world examples show why some Facebook ads are good and why some fail*Ideas on what to advertise for cold traffic*How to grow a Facebook page for under $250/monthThis is your copy. Add it to your cart and start reading how you can set up a winning strategy for your Facebook ads.
Download or read book Hey Whipple Squeeze This written by Luke Sullivan and published by John Wiley & Sons. This book was released on 2016-02-01 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.
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!
Download or read book Adfluence written by Nathan Venture, D and published by eBookIt.com. This book was released on 2024-06-28 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master the Art of Captivating Your Audience Imagine wielding the power to captivate your audience, turn heads, and compel action–all with the persuasive force of your advertising strategies. Dive deep into the secrets of influence with "Adfluence: Influencing Audiences with Powerful Advertising Strategies". This revolutionary book is your roadmap to mastering the nuances of successful advertising in today's multifaceted world. Attention: Have you ever wondered what makes some advertisements irresistibly compelling? The journey into the heart of human psychology begins here. "The Power of Persuasion" dissects the unseen forces that drive decision-making, revealing the cognitive biases and emotional triggers that you can harness to your advantage. Interest: Step up your game by mastering the essential elements of impactful messaging. With chapters on "Crafting Your Message", discover how clear communication, powerful headlines, and storytelling can transform your ads into unforgettable narratives. Move beyond words with "Visual Impact and Branding", exploring logo design, color theory, and maintaining brand consistency across platforms. Desire: Adapt to the digital age with advanced strategies in "The Digital Advertising Revolution". Learn the ins and outs of social media campaigns, SEO, content marketing, and leveraging influencers. Integrate these lessons with traditional media insights, ensuring your message resonates whether in print, on the radio, or on TV. Equip yourself with the tools to identify and segment your audience, making your campaigns laser-focused and personally relevant. Action: Ready to transform your advertising prowess? By understanding metrics and analytics, adopting ethical practices, and staying ahead of emerging trends, you'll not only measure success but also innovate for future campaigns. Redistribute your resources effectively with budgeting strategies, inject creativity into your ads, and build a resilient brand that commands loyalty. This book is your ultimate guide to achieving advertising excellence. Each chapter is designed to offer actionable insights, ensuring you're not just learning but implementing strategies that drive real results. Prepare to elevate your advertising game and achieve unprecedented influence.
Download or read book Advertising and Promotion written by Chris Hackley and published by SAGE. This book was released on 2014-11-10 with total page 478 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose. New to the third edition: chapter on strategy and creativity additional case studies with increased global coverage including emerging markets images of classic and recent ads from the street, print, online and television increased coverage of the internet, social media and their effects on advertising companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.
Download or read book Pay No Attention to That Man Behind the Curtain written by Patrick Griffin and published by iUniverse. This book was released on 2010-04-27 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: So youve just come up with a new ad campaign. Love the spots! Too bad no one will ever see themeven worsetoo bad no one cares! Why is it that so much of that stuff we immediately recognize as advertising is so bad? Its not just badwellit sucks. The reason: even though its 2010, most ad agencies and the practitioners who run them are still doing things the same way as Don Draper and the guys from Sterling Cooper on Mad Men, the hit AMC series that depicts Madison Avenue in the 60s. The problem today? Gone are the chain-smoking, bourbon-slugging, secretary-assaulting ad men of the 60s. Newspapers and radio are dying. Commercial TV is losing its audience to subscription-based content. Todays consumer of advertising content is mobile, prepared to DVR through commercials, and watch content on their terms online, on a hand-held device, or a Smartphone. In Pay No Attention to that Man behind the Curtain, Patrick Griffin and Kevin Flynn dissect mass media advertising at an historic crossroads and explain what no longer works. Through real-world examples and biting humor, they show how to market in ways that are both creative and smart.
Download or read book Strategic Advertising Mechanisms written by Jorge David Fernández Gómez and published by Intellect (UK). This book was released on 2021-09-27 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves's unique selling proposition and Procter & Gamble's copy strategy to influential modern approaches including Kevin Roberts's Lovemarks and Douglas Holt's iconic brand framework. It also considers European mechanisms, including Jacques Séguéla's star strategy and Henri Joannis' psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.
Download or read book Ads to Icons written by Paul Springer and published by Kogan Page Publishers. This book was released on 2009-08-03 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: The second edition of Ads to Icons examines current and future trends in advertising. Through 50 updated international case studies of new and iconic advertising campaigns, author Paul Springer identifies why they were successful and analyses their contribution to the continued development of advertising. New digital formats analysed include Google's AdSense and AdWords, which reworked their search facility as a revenue-generating advertising service. The growing potential of the Internet as an advertising vehicle is illustrated. This updated new edition includes an online campaign entitled Non Stop Fernando, a campaign that exploits the potential of online film. It also features the new Nike+ case study, which details Nike's third party association with Apple iPod through Nike+ and brought together Apple's digital know-how and music expertise with Nike's industry sector experience. The author shows how traditional media have been revitalised by the adoption of revolutionary approaches to their use, making the resulting adverts more creative and impactful than before. Other campaigns have extended beyond conventional formats, including the first personal SMS text messaging campaign for Cadbury chocolate and Levi's creation of a brand character, Flat Eric, to drive viral communication before the television commercials aired. Finally, the impact on the structure of agencies and job functions is discussed, illustrated by profiles of industry professionals.
Download or read book Beyond the Niche written by Kathryn Hendershot-Hurd and published by Kathryn Hendershot-Hurd. This book was released on 2006-12 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: Beyond The Niche takes you step by step through the process of creating compelling and selling marketing messages. This book will show you how to break through the clutter and create marketing messages that CONNECT with your customers.
Download or read book Ad Critique written by Nancy R. Tag and published by SAGE. This book was released on 2012 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume teaches advertising, marketing and management students how to effectively judge and critique creativity in advertising.
