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Ad critique : how to deconstruct ads in order to build better advertising

Autore: Nancy R Tag
Editore: Thousand Oaks, Calif. : SAGE, ©2012.
Edizione/Formato:   book_printbook : EnglishVedi tutte le edizioni e i formati
Banca dati:WorldCat
Sommario:

Teaches advertising, marketing, and management students (both the "suits" and the "creatives") how to effectively judge and critique creativity in advertising.

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Tipo documento: Book
Tutti gli autori / Collaboratori: Nancy R Tag
ISBN: 9781412980531 1412980534
Numero OCLC: 730403667
Descrizione: xiv, 199 p. : ill. ; 24 cm.
Contenuti: Language of critique. The case for critique : why we need constructive criticism to make great ads --
AdSpeak : the vocabulary of advertising --
AdErrors : when good ads go bad --
AdAnalogy : how art and copy play together --
The 360 degree critique : being digital, going viral, and beyond --
Critique in action. AdAlliance : your partners in creating great advertising --
AdSpeak up! Who says what when --
The creative team's bill of rights --
The client's bill of rights --
Presentation prep --
Critique cheats : tips to make the most of the critique.
Responsabilità: Nancy R. Tag.

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