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.
|Publisher:||Rowman & Littlefield Publishers, Inc.|
|Edition description:||New Edition|
|Product dimensions:||6.00(w) x 8.90(h) x 0.60(d)|
About the Author
Margo Berman is professor of advertising at Florida International University and author of Street-Smart Advertising: How to Win the Battle of the Buzz. She specializes in creative courses including Creative Strategies, Creative Concepts, and Trends in Graphics and Design. Robyn Blakeman is assistant professor of advertising design at the University of Tennessee in Knoxville. She is the author of The Bare Bones of Advertising Print Design, Integrated Marketing Communication: Creative Strategy from Idea to Implementation, and The Bare Bones Introduction to Integrated Marketing Communication.
Table of Contents
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
What People are Saying About This
'A Perfect Marriage:' An invigorating and outstanding book that marries the business side of advertising with the creative development side. It defines the creative process for advertising students, that should be a must-read for all whether on the management or creative track. Through contemporary examples, many well known, the substantiation and melding of the left and right brain detail the results of such collaborations. The book really brings it all together, true integration.
This book gives you a box seat view of the collaborative process needed to create outstanding campaigns including how-tos from some of the industry's superstars. And you'll see it also takes a village to raise an ad.
This is a remarkably comprehensive account of how advertising ideas, strategies, and campaigns come about.
I think this is a much needed book for an Advertising Campaign Capstone class. It provides tangible, insightful, and relevant advice, while numerous examples bring all the material together.
Packed with quotes from leading creatives, The Brains Behind Great Ad Campaigns is an engaging window on the creative process and the current role of research, strategy, and media specialists in big idea generation. The authors provide the real-world insight students need, and for both novices and those familiar with the ad industry, illustrate how agencies are adapting to today’s media environment.
Most Helpful Customer Reviews
This book is great. Its essential a school textbook for Advertising majors, it has templates, checklist, and great tips. But the good things about it is that even though its like a textbook, i found myself reading it on my leisure time. The way the authors were able to make this book more like a class lecture and less like a normal boring textbook is amazing.It has great example of the do's and dont of past ad campaigns, and the visual that go along with help you intake the information. I would recommend this book along with Margo Berman other book Street-Smart Advertising : How to Win the Battle of the Buzz for any advertising major or anyone who is interested in working in the creative field.