Research Catalog
Cracking the ad code
- Title
- Cracking the ad code / Jacob Goldenberg [and others].
- Publication
- Cambridge, UK ; New York : Cambridge University Press, 2009.
- Supplementary Content
Items in the Library & Off-site
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2 Items
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Book/Text | Request in advance | HF5821 .C73 2009 | Off-site | |
Not available - Please for assistance. | Book/Text | Use in library | Off-site |
Holdings
Details
- Additional Authors
- Goldenberg, Jacob, 1962-
- Description
- x, 168 pages : illustrations; 26 cm
- Summary
- Do you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty.--
- Subjects
- Bibliography (note)
- Includes bibliographical references and index.
- Contents
- Unification -- Activation -- Metaphor -- Subtraction -- Extreme consequence -- Absurd alternative -- Inversion -- Extreme effort -- Attribute-value mapping.
- ISBN
- 9780521859059
- 0521859050
- 9780521675970
- 0521675979
- LCCN
- 2008048866
- OCLC
- ocn261176783
- 261176783
- SCSB-9570140
- Owning Institutions
- Columbia University Libraries