Strategic Thinking for Advertising Creatives

  • ISBN-13: 9781780672731
  • $30.53

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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 Read more Read less P.when('DynamicIframe').execute(function(DynamicIframe){ var BookDescriptionIframe = null, bookDescEncodedData = "Strategic%20thinking%20is%20central%20to%20creating%20a%20successful%20advertising%20campaign%2C%20yet%20it%20is%20rarely%20taught%20systematically.%20This%20book%20enables%20advertising%20creatives%20to%20formulate%20a%20clear%20brief%20and%20to%20think%20strategically.%3Cbr%3E%3Cbr%3EStructured%20according%20to%20the%2011%20essential%20elements%20of%20a%20classic%20advertising%20brief%2C%20it%20offers%20a%20simple%2C%20clear%2C%20universal%20template%20against%20which%20the%20student%20or%20young%20creative%20can%20map%20his%20or%20her%20current%20project%2C%20and%20learn%20to%20understand%20the%20key%20elements%20that%20make%20up%20a%20strong%20brief.%20At%20the%20end%20of%20each%20chapter%2C%20the%20reader%20uses%20the%20knowledge%20they%20have%20just%20gained%20on%20a%20hypothetical%20project%2C%20so%20that%20by%20the%20end%20of%20the%20book%2C%20they%20have%20employed%20each%20of%20the%2011%20essential%20elements%20and%20formed%20their%20own%20creative%20brief.%3Cbr%3E%3Cbr%3EFeaturing%20international%20examples%20of%20current%20and%20classic%20campaigns%2C%20%3Cem%3EStrategic%20Thinking%20for%20Advertising%20Creatives%3C%2Fem%3F%20is%20a%20primer%20in%20classic%20advertising%20techniques%20and%20shows%20how%20these%20core%20principles%20are%20being%20adapted%20online.", bookDescriptionAvailableHeight, minBookDescriptionInitialHeight = 112, options = {}, iframeId = "bookDesc_iframe"; function resizeCallback() { P.guardFatal("bookDescription", function() { // Get the line-height of the iframe var iframe = document.getElementById(iframeId); var iframeDocument = iframe.contentDocument; if (false && iframeDocument && iframeDocument.defaultView) { // Set the height to the number of lines specified var numLines = parseInt(0, 10); // Get the line-height of the iframe var iframeContent = iframeDocument.getElementById("iframeContent"); // Compute the line height var lineHeight = iframeDocument.defaultView.getComputedStyle(iframeContent, null).getPropertyValue("line-height"); // Parse the line height lineHeight = parseFloat(lineHeight); bookDescriptionAvailableHeight = Math.round(lineHeight * numLines); } else { var bdOffsetTop = document.getElementById("bookDescription_feature_div").offsetTop; var imageBlockOffsetTop = document.getElementById("booksImageBlock_feature_div").offsetTop; var imageBlockHeight = document.getElementById("booksImageBlock_feature_div").offsetHeight; bookDescriptionAvailableHeight = imageBlockOffsetTop + imageBlockHeight -bdOffsetTop - 30; if(bookDescriptionAvailableHeight < minBookDescriptionInitialHeight) { bookDescriptionAvailableHeight = minBookDescriptionInitialHeight; } } var psTotalHeight = document.getElementById("postBodyPS").offsetHeight; if(psTotalHeight > bookDescriptionAvailableHeight + 30){ if(document.getElementById("bdSeeLessPrompt").style.display == "none"){ document.getElementById("outer_postBodyPS").style.height = bookDescriptionAvailableHeight + 'px'; document.getElementById("psPlaceHolder").style.display ="block"; document.getElementById("bdSeeAllPrompt").style.display ="block"; } else{ document.getElementById("outer_postBodyPS").style.height = psTotalHeight + 'px'; } } else{ document.getElementById("outer_postBodyPS").style.height = psTotalHeight + 'px'; document.getElementById("psPlaceHolder").style.display ="none";

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