The case for creativity : two decades' evidence of the link between imaginative marketing and commercial success /
Material type:
TextPublisher: Auckland, N.Z. : AUT Media, c2011Description: 186 p. : ill. ; 20 cmISBN: - 9780958299732 (hbk.)
- 659.1 23
Contents:
1. The case for this book -- 2. The case for creative agencies -- 3. Identifying creativity -- 4. The case for originality -- 5. The case for creative advertising (aacording to Donald Gunn, the IPA and McKinsey & Company) -- 6. How creativity makes advertising more effective (according to Bill Bernbach and a tweed of academics) -- 7. The case for creative companies -- 8. The future case for creativity -- 9. The case for creativity -- Appendix : The 15 studies.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 659.1 HUR (Browse shelf(Opens below)) | 1 | Available | A492577B | ||
| Book | City Campus City Campus Main Collection | 659.1 HUR (Browse shelf(Opens below)) | 1 | Available | A492509B |
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Includes bibliographical references.
1. The case for this book -- 2. The case for creative agencies -- 3. Identifying creativity -- 4. The case for originality -- 5. The case for creative advertising (aacording to Donald Gunn, the IPA and McKinsey & Company) -- 6. How creativity makes advertising more effective (according to Bill Bernbach and a tweed of academics) -- 7. The case for creative companies -- 8. The future case for creativity -- 9. The case for creativity -- Appendix : The 15 studies.
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