Strategic Thinking for Advertising Creatives
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Strategic Thinking for Advertising Creatives : 11 Essential Steps to Creativity

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Strategic thinking is central to creating a successful advertising campaign, yet it is rarely taught systematically. This book enables advertising creatives to formulate a clear brief and to think strategically. Structured according to the 11 essential elements of a classic advertising brief, it offers a simple, clear, universal template against which the student or young creative can map his or her current project, and learn to understand the key elements that make up a strong brief. At the end of each chapter, the reader uses the knowledge they have just gained in the previous chapter on a hypothetical project, so that at the end of the book, they have employed each of the 11 essential elements and formed their own creative brief. Featuring international examples of current and classic campaigns, Strategic Thinking for Advertising Creatives is a primer in classic advertising techniques and shows how these core principles are being adapted to online and social networking.

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  • Paperback | 208 pages
  • 172 x 244 x 18mm | 579.99g
  • 22 Oct 2013
  • Laurence King Publishing
  • London
  • English
  • 300 colour illustrations
  • 178067273X
  • 9781780672731
  • 142,664

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Author Information

Alice Kavounas Taylor has enjoyed an award-winning, international advertising career in London and New York. She was formerly Senior Lecturer on the MA in Creative Advertising at University College Falmouth, U.K., a course she originated, led and on which she taught studio practice for 15 years.

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