| Description |
1 online resource (x, 240 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The brains behind the campaign : the strategy and the brief -- Brainstorming : the marriage of visual and verbal to the strategy -- Brainstorming : techniques to get to the big idea -- How campaigns tell the brand's story -- How copywriters approach strategy verbally -- How designers approach strategy visually -- Where campaigns and brands go off course -- On-strategy campaigns that spin out -- New strategies for old and new media -- Nuts and bolts of great presentations. |
| Summary |
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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising campaigns.
|
|
Advertising campaigns. |
|
Brand name products.
|
|
Brand name products. |
| Genre/Form |
Electronic books.
|
| Added Author |
Blakeman, Robyn, 1958-
|
| Other Form: |
Print version: Berman, Margo, 1947- Brains behind great ad campaigns. Lanham, Md. : Rowman & Littlefield Publishers, ©2009 9780742555501 (DLC) 2008055414 (OCoLC)298467849 |
| ISBN |
9781461644125 (electronic book) |
|
1461644127 (electronic book) |
|
129961955X (e-book) |
|
9781299619555 (e-book) |
|
9780742555501 |
|
074255550X |
|
9780742555518 |
|
0742555518 |
|
