the brains behind great ad campaigns creative collaboration between copywriters and art directors

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The Brains Behind Great Ad Campaigns

Author : Margo Berman
ISBN : 9781461644125
Genre : Social Science
File Size : 43. 46 MB
Format : PDF, Kindle
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Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

The Copywriter S Toolkit

Author : Margo Berman
ISBN : 9781444360813
Genre : Social Science
File Size : 68. 20 MB
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Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level. Introduces essential conceptual strategies and key writing techniques for result-driven copy Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos

Street Smart Advertising

Author : Margo Berman
ISBN : 9781442203365
Genre : Social Science
File Size : 68. 98 MB
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Even the most creative minds need stimulation. Inspiration can come from examples of exceptional work, exercises designed to motivate, or time to reflect. The more inventive pieces the mind takes in, the more resources it has to draw from. Street Smart Advertising: How to Win the Battle of the Buzz contains countless examples designed to jump-start the right side of the brain. Margo Berman's book is packed with memorable uses of new media, exciting on-strategy marketing, creative online work, and insightful quotes by giants in the advertising industry. She offers innovative techniques to generate 'sticky' slogans and headlines, easy-to-apply copywriting tips, and practical revision strategies. Berman has updated the book to reflect how online media has changed its approach from 'pushing' information to the audience to 'pulling' - i.e., engaging the audience in a brand. By using social networking groups like Facebook and Twitter, the author points out, even small companies can have a giant digital footprint by leveraging their online presence, offering relevant insights, and stimulating consumer-created content. In tough economic times, Berman says, savvy advertisers don't need huge budgets to engage the audience and create forums for them to share ideas. The biggest change in marketing is reaching people through new touch points: through audience intersection, viral marketing, and online dialogues. As Street Smart Advertising makes clear, those who become victorious in this new marketing arena will win the battle of the buzz.

Launch Advertising And Promotion In Real Time

Author : Solomon
ISBN : 9780982043028
Genre : Advertising
File Size : 85. 28 MB
Format : PDF, ePub, Docs
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Photography

Author : John Ingledew
ISBN : 1856694321
Genre : Photography
File Size : 53. 75 MB
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"John Ingledew: Photography provides a basic introduction for students across the visual arts. This accessible, inspirational guide to creative photography explores the subjects and themes that have always obsessed photographers and explains technique in a clear and simple way. Embracing the whole spectrum of photography from traditional to digital, it introduces the work of the masters of the art as well as showing fresh, dynamic images created by young photographers from all over the world. An essential resource, the book also provides a valuable overview of careers in photography and a comprehensive reference section, including a glossary of technical vocabulary."--BOOK JACKET.

Communication Arts

Author :
ISBN : STANFORD:36105133531439
Genre : Commercial art
File Size : 76. 87 MB
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Managing

Author : Joseph T. Straub
ISBN : IND:39000004144395
Genre : Business & Economics
File Size : 31. 64 MB
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Marketing

Author : Michael R. Solomon
ISBN : 0130144274
Genre : Marketing
File Size : 35. 70 MB
Format : PDF, Mobi
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Adweek

Author :
ISBN : UCLA:L0077950293
Genre : Advertising
File Size : 72. 13 MB
Format : PDF, ePub, Mobi
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Vols. for 1981- include four special directory issues.

Mediamerica Mediaworld

Author : Edward Jay Whetmore
ISBN : 0534179347
Genre : Business & Economics
File Size : 70. 99 MB
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