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The Brains Behind Great Ad Campaigns
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Creative Collaboration between Copywriters and Art Directors
Sofort lieferbar | Lieferzeit: Sofort lieferbar
Artikel-Nr:
9781461644125
Veröffentl:
2009
Seiten:
224
Autor:
Margo Berman
eBook Typ:
EPUB
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:
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.
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.
Chapter 1 The Brains behind the Campaign: The Strategy and the Brief
2 Brainstorming: The Marriage of Visual and Verbal to the Strategy
3 Brainstorming: Techniques to Get to the Big Idea
4 How Campaigns Tell the Brand's Story
5 How Copywriters Approach Strategy Verbally
6 How Designers Approach Strategy Visually
7 Where Campaigns and Brands Go off Course
8 On-Strategy Campaigns That Spin Out
9 New Strategies for Old and New Media
10 Nuts and Bolts of Great Presentations
2 Brainstorming: The Marriage of Visual and Verbal to the Strategy
3 Brainstorming: Techniques to Get to the Big Idea
4 How Campaigns Tell the Brand's Story
5 How Copywriters Approach Strategy Verbally
6 How Designers Approach Strategy Visually
7 Where Campaigns and Brands Go off Course
8 On-Strategy Campaigns That Spin Out
9 New Strategies for Old and New Media
10 Nuts and Bolts of Great Presentations