skip to content
Creative leaps : 10 lessons in effective advertising inspired at Saatchi & Saatchi Preview this item
ClosePreview this item
Checking...

Creative leaps : 10 lessons in effective advertising inspired at Saatchi & Saatchi

Author: Michael Newman
Publisher: Singapore : John Wiley & Sons (Asia), ©2003.
Edition/Format:   Print book : Animation   Visual material : EnglishView all editions and formats
Database:WorldCat
Summary:
CD-ROM contents: Introduction / by Michael Newman -- Speech / by Kevin Roberts -- Interviews -- Collection of advertisements.
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

 

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Genre/Form: History
Material Type: Animation, Videorecording
Document Type: Book, Visual material
All Authors / Contributors: Michael Newman
ISBN: 0470820837 9780470820834
OCLC Number: 52304251
Description: 402 pages : illustrations ; 24 cm + 1 DVD (4 3/4 in.)
Details: Accompanying disc is in VCD format, which requires a DVD player or DVD drive and Windows Media Player. To access via a DVD drive, open the MPEGAV folder and open the AVSEQ01 file with Windows Media Player.
Contents: Foreword / Jack Vaughan --
Introduction: Saatchi & Saatchi? They don't work here anymore --
Getting to Great --
Where do we begin? A little behind the 8-ball --
Nobody looks at advertising on purpose --
Many companies would rather know they're exactly wrong than approximately right --
Don't tell me about your manure, tell me about my flowers --
Achtung, baby! (Lesson 1: Simplicity) --
Sharp ideas don't stay that way for long --
Does that look like an ad to you? --
There are only two kinds of advertising--great and invisible --
USP? SMP? ESP? --
For original answers, ask original questions --
OW! (Lesson 2: One word) --
Oh, what a word --
The power of a 4 letter word --
How do your customers look? --
Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals) --
The Attention Priority System --
Write visuals (Lesson 3: Write visuals) --
Emotional rescue --
A person buying ordinary products in a supermarket is in touch with his deepest emotions --
The charm stick --
Heart. Felt. Advice to clients --
The good oil on Olay --
The dreamtime society (Lesson 4: Sell stories, not spiels) --
Sell stories and you sell Landcruisers --
Last week's lecturer told us that long-copy ads were dead --
This ain't brain surgery, but it is the latest neuroscience --
It's hard to be warm in a cold-hearted business --
No culture that values order above all else will be creative --
Bad advertising costs the same as good advertising --
Ideas Machinery --
Aim to be famous (Lesson 5: Be an ideas evangelist) --
Fame can be a real bugger.
Responsibility: Michael Newman.

Abstract:

Exploring the transformational power of ideas, this book offers insights into the advertising campaigns of Saatchi & Saatchi. It shows the theories behind each campaign and the behind-the-scenes  Read more...

Reviews

Editorial reviews

Publisher Synopsis

..".a book for anyone involved in marketing, advertising, or brand creation- indeed anyone interested in the power of ideas..." ("The star online," 12 August 2003)

 
User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/52304251> # Creative leaps : 10 lessons in effective advertising inspired at Saatchi & Saatchi
    a pto:Animation, schema:CreativeWork, schema:Book, schema:Movie ;
   library:oclcnum "52304251" ;
   library:placeOfPublication <http://id.loc.gov/vocabulary/countries/enk> ;
   library:placeOfPublication <http://experiment.worldcat.org/entity/work/data/702495#Place/singapore> ; # Singapore
   schema:about <http://experiment.worldcat.org/entity/work/data/702495#Topic/reclame> ; # Reclame
   schema:about <http://dewey.info/class/659.1/e22/> ;
   schema:about <http://experiment.worldcat.org/entity/work/data/702495#Topic/advertising_agencies_history> ; # Advertising agencies--History
   schema:about <http://experiment.worldcat.org/entity/work/data/702495#Organization/saatchi_&_saatchi> ; # Saatchi & Saatchi.
   schema:about <http://experiment.worldcat.org/entity/work/data/702495#Topic/agences_de_publicite_histoire> ; # Agences de publicité--Histoire
   schema:about <http://id.worldcat.org/fast/797511> ; # Advertising
   schema:about <http://viaf.org/viaf/136715282> ; # Saatchi & Saatchi
   schema:about <http://id.worldcat.org/fast/797812> ; # Advertising agencies
   schema:about <http://id.worldcat.org/fast/1010167> ; # Marketing
   schema:about <http://experiment.worldcat.org/entity/work/data/702495#Topic/publicite> ; # Publicité
   schema:bookFormat bgn:PrintBook ;
   schema:copyrightYear "2003" ;
   schema:creator <http://experiment.worldcat.org/entity/work/data/702495#Person/newman_michael> ; # Michael Newman
   schema:datePublished "2003" ;
   schema:description "CD-ROM contents: Introduction / by Michael Newman -- Speech / by Kevin Roberts -- Interviews -- Collection of advertisements."@en ;
   schema:exampleOfWork <http://worldcat.org/entity/work/id/702495> ;
   schema:genre "History"@en ;
   schema:inLanguage "en" ;
   schema:name "Creative leaps : 10 lessons in effective advertising inspired at Saatchi & Saatchi"@en ;
   schema:productID "52304251" ;
   schema:publication <http://www.worldcat.org/title/-/oclc/52304251#PublicationEvent/singapore_john_wiley_&_sons_asia_2003> ;
   schema:publisher <http://experiment.worldcat.org/entity/work/data/702495#Agent/john_wiley_&_sons_asia> ; # John Wiley & Sons (Asia)
   schema:workExample <http://worldcat.org/isbn/9780470820834> ;
   umbel:isLike <http://bnb.data.bl.uk/id/resource/GBA3Z0741> ;
   umbel:isLike <http://d-nb.info/966511239> ;
   wdrs:describedby <http://www.worldcat.org/title/-/oclc/52304251> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/702495#Agent/john_wiley_&_sons_asia> # John Wiley & Sons (Asia)
    a bgn:Agent ;
   schema:name "John Wiley & Sons (Asia)" ;
    .

<http://experiment.worldcat.org/entity/work/data/702495#Person/newman_michael> # Michael Newman
    a schema:Person ;
   schema:familyName "Newman" ;
   schema:givenName "Michael" ;
   schema:name "Michael Newman" ;
    .

<http://experiment.worldcat.org/entity/work/data/702495#Topic/agences_de_publicite_histoire> # Agences de publicité--Histoire
    a schema:Intangible ;
   schema:name "Agences de publicité--Histoire"@fr ;
    .

<http://id.worldcat.org/fast/1010167> # Marketing
    a schema:Intangible ;
   schema:name "Marketing"@en ;
    .

<http://id.worldcat.org/fast/797511> # Advertising
    a schema:Intangible ;
   schema:name "Advertising"@en ;
    .

<http://id.worldcat.org/fast/797812> # Advertising agencies
    a schema:Intangible ;
   schema:name "Advertising agencies"@en ;
    .

<http://viaf.org/viaf/136715282> # Saatchi & Saatchi
    a schema:Organization ;
   schema:name "Saatchi & Saatchi" ;
    .

<http://worldcat.org/isbn/9780470820834>
    a schema:ProductModel ;
   schema:isbn "0470820837" ;
   schema:isbn "9780470820834" ;
    .

<http://www.worldcat.org/title/-/oclc/52304251>
    a genont:InformationResource, genont:ContentTypeGenericResource ;
   schema:about <http://www.worldcat.org/oclc/52304251> ; # Creative leaps : 10 lessons in effective advertising inspired at Saatchi & Saatchi
   schema:dateModified "2016-05-11" ;
   void:inDataset <http://purl.oclc.org/dataset/WorldCat> ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.