x

Our Privacy Policy has changed. By using this site, you agree to the Privacy Policy.

Cracking the Ad Code

ISBN-10: 0521675979
ISBN-13: 9780521675970
Edition: 2009
List price: $40.99 Buy it from $18.59
This item qualifies for FREE shipping

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description: 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  More...

New Starting from $70.97
what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!
You could win $10,000

Get an entry for every item you buy, rent, or sell.

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Periodic Table Online content $4.95 $1.99
Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $40.99
Copyright year: 2009
Publisher: Cambridge University Press
Publication date: 4/9/2009
Binding: Paperback
Pages: 178
Size: 6.50" wide x 9.25" long x 0.50" tall
Weight: 0.836
Language: English

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.

Jacob Goldenberg is a marketing professor at the Hebrew University of Jerusalem. He studies creativity, new product development, innovation, market dynamics, and the effects of social networks. He lives in Jerusalem, Israel.

Amnon Levav is Co-founder and the Managing Director of Systematic Inventive Thinking (SIT). For the past 14 years he has developed and facilitated innovation programs in more than 25 countries, in a wide range of organizations, among them advertising agencies such as BBDO, Leo Burnett, and McCann-Erickson.

David Mazursky is the Kmart Professor of Marketing at the School of Business Administration, the Hebrew University of Jerusalem. His research focuses on consumer behavior, creativity, product development, innovation, and interdisciplinary research relating to abstract structures in music and the arts.

Sorin Solomon is a Professor of Theoretical Physics at the Racah Institute of Physics, The Hebrew University, Jerusalem. Winner of the Levinson and J.F. Kennedy prizes for scientific research, he frequently writes on finance.

Acknowledgments
Introduction
Inventing tools that support advertisers in generating ideas
Can creativity be defined and quantified?
Creativity: An academic perspective
Looking for a method in the creative madness
Effectiveness of creative ads
A brief outline of the tools
Fusion
Closed World
Unification
Where do ideas come from?
Prisons that set you free
The constraint of the medium
Paradox: Mixing constraints with daring
Definition of advertising media
Using the medium
Two approaches to using Unification
Approach 1: Exploring the medium to serve the message: Getting more out of an existing medium
Instructions for use
Approach 2: Content creates form: Recruiting a medium in the environment of the message
Instructions for use
How can we benefit from resources in the environment of the medium?
Instructions for use
And some for the road
Activation
Gluttons for attention in a noisy world
The message is tuned out before it is spoken
Defining the tool
Other examples that prove the rule
You can't ignore what you create
When is Activation useful
Activating imaginations
Benefits of using Activation: What it provides
How to apply Activation
Taking advantage of the medium
And some for the road
Metaphor
Splitting metaphoric hairs
Getting it in one shot
The Metaphor tool
Distinguishing art
How to effectively create a metaphoric ad
An example: Options open to the advertiser
Going all the way - fuse all three
Brand advertising
Brand recognition
Instructions for use
And some for the road
Subtraction
Minimalism wins creative results
When subtraction is an addition
How Subtraction highlights the message
Subtraction can be used on any element - and partially
Instructions for use
Unintuitive thinking
And some for the road
Extreme Consequence
Avoiding clich� - and still highlighting a product's promise
Consequence replaces promise
Instructions for use
Thinking process for presenting a minor trait
Provide a new approach to a product
Instructions for use of Extreme Consequence, using a minor trait
And some for the road
Absurd Alternative
Focus on the benefit - not the product
Generous irony in absurd situations
Thinking processes for using the tool
Additional uses for this tool
Instructions for use
When the product should be in the ad
And some for the road
Inversion
In marketing - there's nothing to fear but fear itself
The Inversion alternative
Absurd situations make it real
Using Inversion on our old standbys
Thinking process
When to use minor trait Inversion
Generosity
When to use Inversion
Instructions for use
And some for the road
Extreme Effort
What to say when you have nothing to say
Two types of scenes
When to use the tool
Instructions for use
And some for the road
Attribute-Value Mapping
The three questions
The difference between an attribute and a value
Added value of defining the value - the next step of the process: Beginning to seek new messages
A few examples: Are these advertisements based on attribute or value?
Why don't people do what they know is right?
The connection between attribute and value
Distinguishing between attribute and value levels
What the AV Mapping offers
How to build your own Attribute-Value map
And some for the road
Photograph Credits
Index

×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×