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Informationen zum Autor 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 . Klappentext 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(R) Adoption Drive" program, or the breakthrough UPS "Whiteboard" campaign. Inhaltsverzeichnis 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
