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Strategic Creativity : A Business Field Guide to Advertising, Branding, and Design
The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives. Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations, and it covers what every business expert should fully comprehend about the creative process.To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people’s time.This book contains what a CEO, CMO, manager, business owner, or client didn’t learn about the creative side of advertising and design in business school. Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content.
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Typography. Advertising. Book Design
Max Bill (1908–1994) is primarily associated with the terms “Concrete Art” and “Environmental Design”.He was active in nearly every area of art and design, which were universal concepts for him.Furthermore, his theoretical publications have turned him into one of the most fruitful stimulators of Modern Concrete Art in post-war Europe among the Bauhaus generation of students.This volume offers a comprehensive view into an area of his work that has so far received little attention: typography, advertising and book design.It shows for that almost everything that the Swiss Avantgarde movement accomplished during the 1930s was visualized in Bill’s studio “bill-zürich reklame”.The reader discovers Max Bill as the tireless creator of highly individual types, commercial logos and advertisements as well as an exceedingly versatile designer who had an amazing command of “visual humor”.
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Outdoor Advertising (RLE Advertising)
The poster as we know it dates from the Industrial Revolution, although one form of outdoor advertising has existed for many centuries.Industrialisation meant that producer became separated from consumer while production for mass consumption rapidly increased, so that a development was necessary in the methods employed in bringing to public notice the merits and very existence of many goods.Billsticking began, a business rife with skulduggery, and in the second half of the nineteenth century an enterprising billposter took the step that changed outdoor advertising forever: he rented a site.From there the industry has grown apace, and Outdoor Advertising makes sense of these changes by looking at its practical side, the contractor, the agent, the designer, and the planning side, including site selection, as well as looking at specific campaigns and how their audience have received them.This, then, is a book about outdoor advertising, its design and colourful presentation, its place in the advertising and marketing story. First published in 1953.
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Advertising Creative : Strategy, Copy, and Design
Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use.Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising.In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape.Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker.Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
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My Life in Advertising and Scientific Advertising
Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C.Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.
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Advertising Disability
Advertising Disability invites Cultural Disability Studies to consider how advertising, as one of the most ubiquitous forms of popular culture, shapes attitudes towards disability.The research presented in the book provides a much-needed examination of the ways in which disability and mental health issues are depicted in different types of advertising, including charity 'sadvertisements', direct-to-consumer pharmaceutical advertisements and 'pro-diversity' brand campaigns.Textual analyses of advertisements from the eighteenth century onwards reveal how advertising reinforces barriers facing disabled people, such as stigmatising attitudes, ableist beauty 'ideals', inclusionism and the unstable crutch of charity.As well as investigating how socio-cultural meanings associated with disability are influenced by multimodal forms of communication in advertising, insights from empirical research conducted with disabled women in the United Kingdom and the United States are provided.Moving beyond traditional textual approaches to analysing cultural representations, the book emphasises how disabled people and activists develop counternarratives informed by their personal experiences of disability, challenging ableist messages promoted by advertisements.From start to finish, activist concepts developed by the Disabled People's Movement and individuals' embodied knowledge surrounding disability, impairments and mental health issues inform critiques of advertisements. Its critically informed approach to analysing portrayals of disability is relevant to advertisers, scholars and students in advertising studies and media studies who are interested in portraying diversity in marketing and promotional materials as well as scholars and students of disability studies and sociology more broadly.
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Scientific Advertising
Scientific Advertising
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Why Does The Pedlar Sing? : What Creativity Really Means in Advertising
Throughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today’s celebrities who launch their own multi-million dollar brands.There are good reasons for this; we now understand better than ever before the psychological and sociological reasons why apparent frivolity creates serious business benefits. And yet the advertising business today seems reluctant to embrace its powerful links with popular culture.Misled on one side by managerial myths of rationality and logic, and on the other by a cultish misunderstanding of ‘creativity’, it risks forgetting how to appeal to the public, and how to build successful brands.As a result, evidence suggests, today’s advertising is less liked and less effective than ever before. But it is not too late to reverse this trend. Advertisers and agencies who read this book will rediscover why the pedlar sings, and despite what we’ve all been told, why people do buy from clowns.They will be inspired to make their advertising more popular, more famous, more fun again – and much more effective. ‘This is a fabulous book. ...It is possibly the book I would most highly recommend to anyone in marketing.’ Rory Sutherland, Vice Chairman, Ogilvy
Price: 20.00 £ | Shipping*: 3.99 £
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