Download or read online books in PDF, EPUB and Mobi Format. Click Download or Read Online button to get book now. This site is like a library, Use search box in the widget to get ebook that you want.

The Brains Behind Great Ad Campaigns

The Brains Behind Great Ad Campaigns Author Margo Berman
ISBN-10 0742555518
Release 2009
Pages 240
Download Link Click Here

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

The Copywriter s Toolkit Author Margo Berman
ISBN-10 9781444360813
Release 2012-07-19
Pages 400
Download Link Click Here

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



The Blueprint for Strategic Advertising

The Blueprint for Strategic Advertising Author Margo Berman
ISBN-10 9781317211624
Release 2016-07-01
Pages 208
Download Link Click Here

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.



Integrated Marketing Communication

Integrated Marketing Communication Author Robyn Blakeman
ISBN-10 9781538101063
Release 2018-02-01
Pages 368
Download Link Click Here

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.



Street Smart Advertising

Street Smart Advertising Author Margo Berman
ISBN-10 9781442203365
Release 2010-09-16
Pages 250
Download Link Click Here

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.



Exploring Marketing Research

Exploring Marketing Research Author William Zikmund
ISBN-10 9780324320886
Release 2006-08-15
Pages 848
Download Link Click Here

EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.



The Advertising Concept Book First

The Advertising Concept Book  First Author Pete Barry
ISBN-10 050051898X
Release 2016-08-01
Pages 320
Download Link Click Here

This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially sketched by the author - also reinforce the book's core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it.



Breakfast of Champions

Breakfast of Champions Author Kurt Vonnegut
ISBN-10 0307567230
Release 2009-09-23
Pages 320
Download Link Click Here

In Breakfast of Champions, one of Kurt Vonnegut’s most beloved characters, the aging writer Kilgore Trout, finds to his horror that a Midwest car dealer is taking his fiction as truth. What follows is murderously funny satire, as Vonnegut looks at war, sex, racism, success, politics, and pollution in America and reminds us how to see the truth. From the Trade Paperback edition.



The Practical Pocket Guide to Account Planning

The Practical Pocket Guide to Account Planning Author Chris Kocek
ISBN-10 9780989284929
Release 2013-08-15
Pages 149
Download Link Click Here

The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: - The difference between most Account Planning job descriptions and day-to-day realities - Critical Planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research - Techniques for writing better briefs and ideas for how to lead more engaging briefings - How to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.



Ad Critique

Ad Critique Author Nancy R. Tag
ISBN-10 9781506319513
Release 2011-12-14
Pages 216
Download Link Click Here

Ad Critique teaches advertising, marketing, and management students--both the "suits" and the "creatives"--how to effectively judge and critique creativity in advertising. This textbook is an instruction manual; a facilitator of dialogue; a companion piece to classroom content. Its lessons result in actual skills that enable students to look at the creative product and embolden them to say something constructive and worthwhile.



Managing

Managing Author Joseph T. Straub
ISBN-10 IND:39000004144395
Release 1984-01-01
Pages 574
Download Link Click Here

Managing has been writing in one form or another for most of life. You can find so many inspiration from Managing also informative, and entertaining. Click DOWNLOAD or Read Online button to get full Managing book for free.



Truth Lies and Advertising

Truth  Lies  and Advertising Author Jon Steel
ISBN-10 UOM:39015040152376
Release 1998-03-13
Pages 320
Download Link Click Here

"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity--an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising. A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others. The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large."



SchadenFreezers

SchadenFreezers Author Jason Kreher
ISBN-10 9781440585210
Release 2015-05-15
Pages 128
Download Link Click Here

Sadism on a stick! Get ready for the bitter taste of SchadenFreezers! This dark twist on your favorite frozen treat has some serious bite. From racist grandmas to underappreciated janitors, no one is safe in this compilation of colorfully depraved jokes! What kind of sandwich does a ballerina eat? (Yeah right.) Why did the circus close? (A long, chilling list of animal rights violations.) How many lives does a cat have? (Only one.)



Be More Pirate

Be More Pirate Author Sam Conniff Allende
ISBN-10 9780241981115
Release 2018-05-03
Pages 320
Download Link Click Here

FT BUSINESS BOOK OF THE MONTH - MAY 'Ask forgiveness, not permission! A unique approach...reminds me of the fun we've had with our airlines' - Sir Richard Branson 'I'd rather be a pirate than join the navy' Steve Jobs 'Totally compelling' Ed Miliband, Reasons to be Cheerful podcast 'A model for how to break the system and create radical change' Joy Lo Dico, Evening Standard 'Be More Pirate feels so important as it looks to history to help us grip the future' Martha Lane Fox CBE, Founder of Lastminute.com 'This isn't a book, it's the beginning of a movement. Be More Pirate should come with a health warning' Tom Goodwin, author of Digital Darwinism 'A refreshing, entertaining and inspiring perspective on work, leadership and why we do what we do' Bruce Daisley, VP, Twitter 'A controversial call to arms, this contrarianism is exactly what we need to course correct 'the corporation'' Arlo Brady, CEO of Freud Communications -------- Pirates didn't just break the rules, they rewrote them. They didn't just reject society, they reinvented it. Pirates didn't just challenge the status-quo, they changed everyfuckingthing. Pirates faced a self-interested establishment, a broken system, industrial scale disruption and an uncertain future. Sound familiar? Pirates stood for MISCHIEF, PURPOSE and POWER. And you can too. In Be More Pirate, Sam Conniff Allende unveils the innovative strategies of Golden Age pirates, drawing parallels between the tactics and teachings of legends like Henry Morgan and Blackbeard with modern rebels, like Elon Musk, Malala and Banksy. Featuring takeaway sections and a guide to build you own pirate code 2.0, Be More Pirate will show you how to leave your mark on the 21st century. Whatever your ambitions, ideas and challenges, Be More Pirate will revolutionize the way you live, think and work today, and tomorrow. So what are you waiting for? Order now and join the rebellion. -------- About the author: Sam Conniff Allende is the founder and former CEO of Livity, a multi-award-winning youth marketing agency. Sam has led the unlikeliest collaborations between brands and bright young people on the edges of society, resulting in real innovation. He has worked with Google, Unilever, PlayStation and Dyson, and regularly speaks and runs Be More Pirate workshops at these industry-leading companies. Sam believes in the power of professional rule-breaking and is on a mission to instigate modern mutinies in organisations around the world, where the teams takeover the running of the ship to ultimately become more accountable, motivated and rebellious.



Marketing

Marketing Author Michael R. Solomon
ISBN-10 0130144274
Release 2001-01
Pages 587
Download Link Click Here

Marketing has been writing in one form or another for most of life. You can find so many inspiration from Marketing also informative, and entertaining. Click DOWNLOAD or Read Online button to get full Marketing book for free.



Creative Project Management

Creative Project Management Author Michael Dobson
ISBN-10 9780071739344
Release 2010-08-06
Pages 272
Download Link Click Here

The seven essential tools for keeping projects on time and under budget You're executing risk management, leadership, and planning--all hallmarks of outstanding project management. And yet you're still having trouble keeping your projects on schedule. Creative Project Management adds two new elements to the mix: creativity and innovation. Internationally renowned project management consultants Michael Dobson and Ted Leemann combine traditional project management skills, such as risk evaluation, decision-making, and human dynamics, with outside-the-box thinking and business creativity. They provide seven new tools and approaches you can apply to any project. The methods discussed inside Creative Project Management show you how to: Realistically imagine the outcome of your decisions Work with--and around--the realities and constraints that affect your decisions Read and predict trends Manage the long- and short-term ramifications of your decisions Evaluate the impact of present and future technologies on your decisions Imagine new choices you didn't think you had Creative Project Management provides an invaluable new set of tools for any project management professional tasked with making difficult decisions in these uncertain times.



Portfolio Class with Clare

Portfolio Class with Clare    Author Clare McNally
ISBN-10 906369198X
Release 2009-04-01
Pages 160
Download Link Click Here

How to put together an effective, professional portfolio.