MARC details
| 000 -CABECERA |
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| campo de control de longitud fija |
02955nam a22002297a 4500 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
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| campo de control de longitud fija |
240725b |||||||| |||| 00| 0 eng d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
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| Número Internacional Estándar del Libro |
9780500296967 |
| 040 ## - FUENTE DE LA CATALOGACIÓN |
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| Centro/agencia transcriptor |
TBS |
| 041 ## - CÓDIGO DE LENGUA |
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| Código de lengua del texto/banda sonora o título independiente |
eng |
| 050 ## - SIGNATURA TOPOGRÁFICA DE LA BIBLIOTECA DEL CONGRESO |
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| Número de clasificación |
HF5810.H44 |
| Número de documento/Ítem |
A3 2024 |
| 100 ## - ENTRADA PRINCIPAL--NOMBRE DE PERSONA |
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| Nombre de persona |
Hegarty, John |
| 9 (RLIN) |
23991 |
| Término indicativo de función/relación |
author |
| 245 ## - MENCIÓN DE TÍTULO |
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| Título |
Hegarty on advertising |
| Resto del título |
: turning intelligence into magic |
| Mención de responsabilidad, etc. |
/ John Hegarty. |
| 250 ## - MENCIÓN DE EDICIÓN |
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| Mención de edición |
Second revised and expanded edition. |
| 300 ## - DESCRIPCIÓN FÍSICA |
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| Extensión |
244 pages : |
| Otras características físicas |
illustrations (chiefly color) ; |
| Dimensiones |
23 cm. |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
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| Nota de contenido con formato |
1. Ideas — 2. Brands and audiences — 3. Agencies — 4. Creative director — 5. Clients, briefs and the power of words — 6. Pitches — 7. Storytelling — 8. Truth and technology : and can you name Gutenberg's second book? — 9. From Benton & Bowles to 16 Goodge street — 10. Saatchi & Saatchi — 11. TBWA : it's a bit of a mouthful — 12. BBH : the agency in a suitcase — 13. First Levi’s 501s, then the world — 14. Going global and the birth of the micro network — 15. After 35 years, 2 months and 16 days — 16. How advertising drove me to drink — 17. Why I'm now parking my ideas in a garage — 18. From a garage in Soho. |
| 520 ## - SUMARIO, ETC. |
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| Sumario, etc. |
If the future is going to be creative, then Hegarty on Advertising points you in the right direction. Written by one of the world’s legendary advertising men, this best-selling book contains five decades’ worth of wisdom from the man behind hugely influential campaigns for brands such as Levi’s, Audi, Boddingtons and Lynx.<br/><br/>In this new and improved edition John Hegarty reveals what lies behind a great idea and effective advertising, the ingredients of a successful brand, the right way and the wrong way to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession. And if that isn’t enough, read the final chapters on winemaking and The Garage Soho, a startup incubator that he has co-founded, to find out what happens when an advertising man becomes the client and has ideas sold to him.<br/><br/>Both a credo for creativity and a brilliantly entertaining memoir, Hegarty on Advertising provides unparalleled industry insight through stories and anecdotes about the agencies in which Hegarty has played a vital role and the many characters with whom he has worked along the way. Packed with straight-down-the-line, generous, engaging and witty advice, it will be of immense appeal across the whole creative spectrum, from those who want to work in advertising to chief executives who understand the power and value of ideas that sell. |
| 526 ## - NOTA DE INFORMACIÓN SOBRE EL PROGRAMA DE ESTUDIO |
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| Nombre del programa |
MSc Brand Management & Creativity |
| 610 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--NOMBRE DE ENTIDAD CORPORATIVA |
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| Nombre de entidad corporativa o nombre de jurisdicción como elemento de entrada |
BBH London (Firm) |
| Subdivisión general |
History |
| 9 (RLIN) |
23994 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
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| Término de materia o nombre geográfico como elemento de entrada |
Advertising executives |
| Subdivisión de forma |
Biography |
| 9 (RLIN) |
23992 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Advertising agencies |
| Subdivisión general |
Management |
| 9 (RLIN) |
23993 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
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| Fuente del sistema de clasificación o colocación |
Clasificación de Library of Congress |
