Systematic Approach to Advertising Creativity
Author | : Stephen Baker |
Publisher | : McGraw-Hill Companies |
Total Pages | : 294 |
Release | : 1983 |
Genre | : Business & Economics |
ISBN | : 9780070033535 |
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Author | : Stephen Baker |
Publisher | : McGraw-Hill Companies |
Total Pages | : 294 |
Release | : 1983 |
Genre | : Business & Economics |
ISBN | : 9780070033535 |
Author | : Ed Catmull |
Publisher | : Random House |
Total Pages | : 367 |
Release | : 2014-04-08 |
Genre | : Business & Economics |
ISBN | : 0679644504 |
The co-founder and longtime president of Pixar updates and expands his 2014 New York Times bestseller on creative leadership, reflecting on the management principles that built Pixar’s singularly successful culture, and on all he learned during the past nine years that allowed Pixar to retain its creative culture while continuing to evolve. “Might be the most thoughtful management book ever.”—Fast Company For nearly thirty years, Pixar has dominated the world of animation, producing such beloved films as the Toy Story trilogy, Finding Nemo, The Incredibles, Up, and WALL-E, which have gone on to set box-office records and garner eighteen Academy Awards. The joyous storytelling, the inventive plots, the emotional authenticity: In some ways, Pixar movies are an object lesson in what creativity really is. Here, Catmull reveals the ideals and techniques that have made Pixar so widely admired—and so profitable. As a young man, Ed Catmull had a dream: to make the first computer-animated movie. He nurtured that dream as a Ph.D. student, and then forged a partnership with George Lucas that led, indirectly, to his founding Pixar with Steve Jobs and John Lasseter in 1986. Nine years later, Toy Story was released, changing animation forever. The essential ingredient in that movie’s success—and in the twenty-five movies that followed—was the unique environment that Catmull and his colleagues built at Pixar, based on philosophies that protect the creative process and defy convention, such as: • Give a good idea to a mediocre team and they will screw it up. But give a mediocre idea to a great team and they will either fix it or come up with something better. • It’s not the manager’s job to prevent risks. It’s the manager’s job to make it safe for others to take them. • The cost of preventing errors is often far greater than the cost of fixing them. • A company’s communication structure should not mirror its organizational structure. Everybody should be able to talk to anybody. Creativity, Inc. has been significantly expanded to illuminate the continuing development of the unique culture at Pixar. It features a new introduction, two entirely new chapters, four new chapter postscripts, and changes and updates throughout. Pursuing excellence isn’t a one-off assignment but an ongoing, day-in, day-out, full-time job. And Creativity, Inc. explores how it is done.
Author | : Tom Altstiel |
Publisher | : SAGE Publications |
Total Pages | : 751 |
Release | : 2015-12-10 |
Genre | : Language Arts & Disciplines |
ISBN | : 1506315402 |
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
Author | : James L. Marra |
Publisher | : |
Total Pages | : 260 |
Release | : 1990 |
Genre | : Business & Economics |
ISBN | : |
Author | : Josh Linkner |
Publisher | : John Wiley & Sons |
Total Pages | : 258 |
Release | : 2011-01-13 |
Genre | : Business & Economics |
ISBN | : 1118001710 |
A 5-part process that will transform your organization — or your career — into a non-stop creativity juggernaut We live in an era when business cycles are measured in months, not years. The only way to sustain long term innovation and growth is through creativity-at all levels of an organization. Disciplined Dreaming shows you how to create profitable new ideas, empower all your employees to be creative, and sustain your competitive advantage over the long term. Linkner distills his years of experience in business and jazz — as well as hundreds of interviews with CEOs, entrepreneurs, and artists — into a 5-step process that will make creativity easy for you and your organization. The methodology is simple, backed by proven results. Empowers individuals, teams, and organizations to meet creative challenges posed by the marketplace Turns the mystery of creativity into a simple-to-use process Shows how creativity can be used for everything from innovative, game-shifting breakthroughs to incremental advances and daily improvements to business processes Offers dozens of practical exercises, thought-starters, workouts to grow "creative muscles," and case studies Disciplined Dreaming shows even the stuffiest corporate bureaucracies how to cultivate creativity in order to become more competitive in today's shifting marketplace. #4 New York Times Best Seller (Advice, How-To and Miscellaneous) #8 New York Times Best Seller (Hardcover Business) #2 Wall Street Journal Best Seller (Hardcover Business) #9 Wall Street Journal Best Seller (Hardcover Nonfiction) #9 Washington Post Best Seller (Hardcover Nonfiction) #1 USA Today Best Seller (Money) #10 Entertainment Weekly Best Seller (Hardcover Nonfiction) #10 Publishers Weekly Bestseller (Hardcover Nonfiction)
Author | : Steven R. Pritzker |
Publisher | : Elsevier |
Total Pages | : 1698 |
Release | : 1999-08-09 |
Genre | : Psychology |
ISBN | : 0080548504 |
The Encyclopedia of Creativity is the sourcebook for individuals seeking specialized information about creativity and motivation. Subjects include theories of creativity, techniques for enhancing creativity, individuals who have made significant contributions to creativity, physiological aspects of creativity, and virtually any topic that touches upon the subject. Entries are placed in alphabetical order with cross-references to other topics and entries where appropriate. Each entry is written in simple easy-to-understand terms summarizing the most important aspects of creative research and writing relating to the specific topic. A bibliography in the back of each article suggests additional sources for more information. The text is visually enhanced throughout by illustrations and photographs. A source-book of specialized information about creativity and motivation Includes virtually any topic dealing with creativity Entries are placed in alphabetical order with cross-references Written in easy-to-understand terms Illustrations and photographs throughout Contains select biographies of internationally renowned creative individuals from throughout history
Author | : Mark A. Runco |
Publisher | : Elsevier |
Total Pages | : 873 |
Release | : 1999 |
Genre | : Creation (Literary, artistic, etc.) |
ISBN | : 0122270762 |
This encyclopaedia provides specific information and guidance for everyone who is searching for a greater understanding the text includes theories of creativity, techniques for enhancing creativity and individuals who have contributed to creativity.
Author | : Tom Altstiel |
Publisher | : SAGE Publications |
Total Pages | : 942 |
Release | : 2015-12-10 |
Genre | : Language Arts & Disciplines |
ISBN | : 1506315399 |
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
Author | : SHARMA, SANGEETA |
Publisher | : PHI Learning Pvt. Ltd. |
Total Pages | : 456 |
Release | : 2021-08-01 |
Genre | : Business & Economics |
ISBN | : 8195161103 |
Advertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, data analytics, and computer-aided designing has revolutionized the advertising world. This book provides an in-depth coverage of the concepts related to advertising, media planning, and nuances of advertising in each media source. Divided into five parts, the text covers advertising basics, advertising research and strategy, creativity and advertising, advertising media, and integrated marketing communications. The book describes how to develop and execute an effective advertising campaign by understanding consumers' mindset and conducting advertising research. It also enables the reader to assess, review and modify an advertising campaign through case studies of several brands. The third edition of the book appropriately incorporates a chapter on 'Digital Marketing', and 'Rural Marketing' along with revamping and reorganising contents of book to enhance the learning process. KEY FEATURES • A large number of ads, current as well as from the past, are used to elucidate the concepts. • The text helps the reader analyze an ad copy and find its relevance to the product. • Case studies on popular brands are provided throughout the text to assist the reader in understanding the key elements of successful brand building. • The book is primarily intended to serve as a text for postgraduate students of management and the students pursuing various courses in advertising. TARGET AUDIENCE • MBA • PG Diploma in Advertising & PR • PG Certificate Programme—Sales & Marketing Communication