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008			231211s2024 enk ob 001 0 eng
010			_a2023044171
020			_a9781032362045
040			_aOCoLC-P _beng _erda _cTBS _dUtOrBLW
041			_aeng
050	0	0	_aHF5823 _b.M449 2024
100			_aMiliopoulou, Georgia-Zozeta _eauthor _923770
245	1	0	_aCreative advertising concept and copy _b: a practical, multidisciplinary approach _c/ Georgia-Zozeta Miliopoulou.
260			_aAbingdon, England ; _aNew York NY : _bRoutledge, _c2024.
300			_a xi, 205 pages ; 24 cm.
505	0		_aAdvertising : bridging the economic and social sphere — Objectives and effects : what advertising can (and cannot) do, and how to plan for results — Audiences and consumers : how people read products and consume ads. How ads read people — The creative idea in practice and in theory — Text and image combinations : print, outdoor, post, meme — Storytelling : creating TV, radio, and video ads — What creatives need to know about media planning — Content marketing : new media, familiar patterns — Ethics & regulations in advertising.
520			_aConsidering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to 'design thinking'. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work.
588			_aOCLC-licensed vendor bibliographic record.
650		0	_aCreativity in advertising _923771
650		0	_aAdvertising copy _923772
942			_2lcc
999			_c4246 _d4246