Read e-book online Creative Strategy in Advertising PDF

By Bonnie L. Drewniany, A. Jerome Jewler

ISBN-10: 0495095699

ISBN-13: 9780495095699

Artistic approach IN advertisements presents every thing you have to be profitable as an advertisements specialist in todays fast-changing media surroundings. concentrating on the concept that strong advertisements continuously begins with an figuring out of individuals and an know-how in their wishes, the textual content advances during the artistic technique step-by-step. It focuses first at the artistic individual, after which on process and challenge fixing. Complementing specialist guide with wide examples of layouts and advert reproduction, this publication supplies all of the precious instruments to create successful ads thoughts.

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Go to the emergency room where people with life-and-death injuries are being rushed in by ambulance? Take a chance that your doctor will squeeze you in between appointments? Lexington Medical Center offers a better remedy. The Lexington Medical Center has six urgent care facilities that treat non–life-threatening injuries such as sprains, broken bones, and cuts that need stitches. Created to take some of the burden off the hospital’s emergency room, the facilities are strategically located so that urgent care is only 15 minutes from anywhere in Lexington County, South Carolina.

The external audience is made up of customers, shareholders, vendors, the community, and other stakeholders. For example, recalling the Pepsi example, when Pepsi wanted to learn how consistently its identity elements were being projected to consumers around the world, it hired an agency to perform a visual identity audit. The agency collected 2,000 photographs of Pepsi identity elements (in this case, the name and logo as it was used on signage and on soda cans) from 34 countries. 11 11 Quelch, Pepsi Blue.

How many of the former superstars are still super popular? Rapper MC Hammer made it big in the 1980s and spent money as if his star power would last forever. Soon he was out of the limelight and in debt, which prompted an idea for a Nationwide Insurance ad. com, 4 February 2002. 22 CHAPTER 1 C R E AT I V I T Y commercial opens with Hammer dancing to “U Can’t Touch This” in front of a mansion with a gigantic, glittering “H” over the doorway (bling for a mansion). The commercial cuts to “5 minutes later” and shows Hammer sitting in front of his mansion, which has a foreclosure sign.

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Creative Strategy in Advertising by Bonnie L. Drewniany, A. Jerome Jewler

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