How To Write An Inspired Creative Brief
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How To Write An Inspired Creative Brief
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Author : Howard Ibach
language : en
Publisher: iUniverse
Release Date : 2009-08-26
How To Write An Inspired Creative Brief written by Howard Ibach and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-26 with Business & Economics categories.
"All of the above in a charming, personable, tongue-in-cheek style that makes How to Write an Inspired Creative Brief not only a pleasure to read, but a well-nigh essential foundation on which to build a successful advertising career." -Dave Butler, Creative Director (retired ), TBWA/CHIAT/Day, Los Angeles "Howard Ibach has written the essential brief for the briefers, a simple, memorable, enoyable book for those who need to practice the art of strategic reduction for a living. He expounds several oft-forgotten principles: simplicity, clarity, collaboration." -Steve Wehrenberg, CEO, Campbell Mithum Advertising, Minneapolis
How To Write An Inspired Creative Brief 3rd Edition
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Author : Howard Ibach
language : en
Publisher:
Release Date : 2020-12-15
How To Write An Inspired Creative Brief 3rd Edition written by Howard Ibach and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-15 with Business & Economics categories.
The Pr Agency Handbook
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Author : Regina M. Luttrell
language : en
Publisher: SAGE Publications
Release Date : 2018-03-26
The Pr Agency Handbook written by Regina M. Luttrell and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-26 with Language Arts & Disciplines categories.
A Practical and Concise Introduction to Agency Life The PR Agency Handbook guides students through the day-to-day operations of a professional PR agency and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world stories from the field as well as interviews with PR experts to help students bridge the gap between college and professional life. Throughout the book, students are introduced to many of the sub-fields of strategic communication, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). Students will not only develop a fundamental understanding of the different components found within an agency, but they will also gain an appreciation for the positive impact that excellent agency work can have on organizations.
Principles Of Integrated Marketing Communications
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Author : Lawrence Ang
language : en
Publisher: Cambridge University Press
Release Date : 2014-01-02
Principles Of Integrated Marketing Communications written by Lawrence Ang and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-02 with Business & Economics categories.
Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: • Covers the latest concepts and tools in marketing and communications • Presents topics in light of their underlying theories and principles • Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc.
Positioning For Advantage
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Author : Kimberly A. Whitler
language : en
Publisher: Columbia University Press
Release Date : 2021-09-07
Positioning For Advantage written by Kimberly A. Whitler and has been published by Columbia University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-07 with Business & Economics categories.
Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
Biologically Inspired Design
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Author : Torben A. Lenau
language : en
Publisher: Springer Nature
Release Date : 2022-06-01
Biologically Inspired Design written by Torben A. Lenau and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-01 with Technology & Engineering categories.
As the existence of all life forms on our planet is currently in grave danger from the climate emergency caused by Homo sapiens, the words "sustainability" and "eco-responsibility" have entered the daily-use vocabularies of scientists, engineers, economists, business managers, industrialists, capitalists, and policy makers. Normal activities undertaken for the design of products and systems in industrialisms must be revamped. As the bioworld is a great resource for eco-responsible design activities, an overview of biologically inspired design is presented in this book in simple terms for anyone with even high-school education. Beginning with an introduction to the process of design in industry, the book presents the bioworld as a design resource along with the rationale for biologically inspired design. Problem-driven and solution-driven approaches for biologically inspired design are described next. The last chapter is focused on biologically inspired design for environment.
The Sage Handbook Of Advertising
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Author : Gerard J Tellis
language : en
Publisher: SAGE
Release Date : 2007-10-24
The Sage Handbook Of Advertising written by Gerard J Tellis and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-10-24 with Business & Economics categories.
′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Creative Strategy And The Business Of Design
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Author : Douglas Davis
language : en
Publisher: Simon and Schuster
Release Date : 2016-06-14
Creative Strategy And The Business Of Design written by Douglas Davis and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-14 with Business & Economics categories.
"The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do." -- Provided by publisher.
Biologically Inspired Design
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Author : Ashok K Goel
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-07-16
Biologically Inspired Design written by Ashok K Goel and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-16 with Technology & Engineering categories.
From simple cases such as hook and latch attachments found in Velcro to articulated-wing flying vehicles, biology often has been used to inspire many creative design ideas. The scientific challenge now is to transform the paradigm into a repeatable and scalable methodology. Biologically Inspired Design explores computational techniques and tools that can help integrate the method into design practice. With an inspiring foreword from Janine Benyus, Biologically Inspired Design contains a dozen chapters written by some of the leading scholars in the transdisciplinary field of bioinspired design, such as Frank Fish, Julian Vincent and Jeannette Yen from biology, and Amaresk Chakrabarti, Satyandra Gupta and Li Shu from engineering. Based in part on discussions at two workshops sponsored by the United States National Science Foundation, this volume introduces and develops several methods and tools for bioinspired design including: Information-processing theories, Natural language techniques, Knowledge-based tools, and Functional approaches and Pedagogical techniques. By exploring these fundamental theories, techniques and tools for supporting biologically inspired design, this volume provides a comprehensive resource for design practitioners wishing to explore the paradigm, an invaluable guide to design educators interested in teaching the method, and a preliminary reading for design researchers wanting to investigate bioinspired design.
A Practical Guide To Bio Inspired Design
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Author : Helena Hashemi Farzaneh
language : en
Publisher: Springer
Release Date : 2018-07-12
A Practical Guide To Bio Inspired Design written by Helena Hashemi Farzaneh and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-12 with Technology & Engineering categories.
Bio-inspired design (also called biomimetics or biomimicry) is a promising approach for the development of innovative technical products – not only in mechanical engineering, but also in areas such as material science and even computer engineering. Innovations such as humanoid robots or multifunctional materials have shown the potential of bio-inspired design. However, in industrial companies, bio-inspired design remains an “exotic” approach which is rarely used in innovation practice. One reason for this is a lack of knowledge on how to implement bio-inspired design in practice. Therefore, this guide book was written to explain the application of bio-inspired design methods and tools. The target groups are professional engineers and biologists, as well as students of both disciplines. The book presents a selection of methods for specific activities in bio-inspired design, namely: planning a bio-inspired design project, abstraction, search, analysis and comparison, and transfer of analogies. Factsheets give an overview of each method, its advantages and challenges, and its suitability for different bio-inspired design approaches and scenarios. To facilitate understanding, all methods are explained with the help of the same example. In addition, ten best practice examples show the practical applicability of bio-inspired design.