The Creative Brief Blueprint: Crafting Strategy That Generates More Effective A

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Características del artículo

Estado
En muy buen estado: Libro que se ha leído y que no tiene un aspecto nuevo, pero que está en un ...
ISBN
9781098380755

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Product Identifiers

Publisher
BookBaby
ISBN-10
1098380754
ISBN-13
9781098380755
eBay Product ID (ePID)
28050090666

Product Key Features

Book Title
Creative Brief Blueprint : Crafting Strategy That Generates more Effective Advertising
Number of Pages
150 Pages
Language
English
Publication Year
2021
Topic
Advertising & Promotion
Genre
Business & Economics
Author
Derek Rucker, Kevin Mctigue
Format
Hardcover

Dimensions

Item Height
0.6 in
Item Weight
12.7 Oz
Item Length
9.2 in
Item Width
6.2 in

Additional Product Features

Intended Audience
Trade
TitleLeading
The
Dewey Edition
23
Dewey Decimal
659.1
Synopsis
In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy., As the world of marketing communications has become more tactically complex, the strategy behind the work has suffered. Most ads aren't good. They don't achieve the results that the company desires. They end up costing precious time and money. Neither you nor the target like to look at them either. Humanity has been creating marketing communications for over 8000 years. You would think people would be good at this by now. The problem is people aren't good at it. Rather, as technology has improved, people have become better at learning just how bad they are. As brands are able to test more efficiently, they are witnessing less effective and even ineffective advertising. As brands have become able to produce spots more effectively, they're seeing more rounds of development that increase costs. And, as brands continue to recognize the value of clear marketing communications, the client-agency relationship has continued to deteriorate. A vicious cycle is upon us where brands are spending large sums of money to learn that the advertising was ineffective; rather than fix the problems, they simply repeat--we are in our very own version of "Groundhog's Day." This book is designed to give readers the tools they need to achieve meaningful improvement in their communications now and in the future. This book seeks to break the cycle of ineffective strategy and creative and help brands steer their marketing communications towards meaningful results and success. In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy. This strategy is brought to life via a concise and precise "creative brief" that acts as the blueprint for creative work. In each chapter, the authors explain a particular part of the brief, review the value of the brief element to both clients and agencies, identify why brands fail and how to succeed, and answer common queries with regard to myths, misconceptions, and other questions. Tactics will continue to evolve at a rapid pace, but the need for sound strategy is present now more than ever. This book gives readers the tools they need to achieve meaningful improvement in their communications now and in the future.

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