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Cracking the ad code / Jacob Goldenberg [and others].

By:

Goldenberg, Jacob, 1962- [author.]

Material type: Text

TextPublisher: Cambridge, U.K. ; New York : Cambridge University Press, 2009Description: x, 168 pages : illustrations ; 26 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0521859050
9780521859059
0521675979
9780521675970

Subject(s):

Advertising

DDC classification:

659.1 22

LOC classification:

HF5821 .C73 2009

Online resources:

Contributor biographical information

Contents:

Unification -- Activation -- Metaphor -- Subtraction -- Extreme consequence -- Absurd alternative -- Inversion -- Extreme effort -- Attribute-value mapping.

Summary: "Do you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty."--Publisher description.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	659.1 CRA (Browse shelf(Opens below))	1	Available		A501802B

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Previous								Next
Previous	659.1 BRA Brand equity & advertising : advertising's role in building strong brands /	659.1 BUR The fundamentals of creative advertising /	659.1 CLO Integrated advertising, promotion, and marketing communications /	659.1 CRA Cracking the ad code /	659.1 DAV The consumerist manifesto : advertising in postmodern times /	659.1 DOT Meet Mr. Product : the art of the advertising character /	659.1 DRE Creative strategy in advertising /	Next

Includes bibliographical references and index.

Unification -- Activation -- Metaphor -- Subtraction -- Extreme consequence -- Absurd alternative -- Inversion -- Extreme effort -- Attribute-value mapping.

"Do you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty."--Publisher description.

Machine converted from AACR2 source record.

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