Ebook The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors, by Margo Berman, Robyn Blakeman
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The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors, by Margo Berman, Robyn Blakeman
Ebook The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors, by Margo Berman, Robyn Blakeman
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Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.
- Sales Rank: #1013640 in Books
- Brand: Brand: Rowman Littlefield Publishers
- Published on: 2009-07-16
- Released on: 2009-07-16
- Original language: English
- Number of items: 1
- Dimensions: 9.05" h x .66" w x 6.10" l, .90 pounds
- Binding: Paperback
- 224 pages
- Used Book in Good Condition
From Publishers Weekly
In this didactic look at advertising, including plenty of fun examples from the American ad landscape but little in the way of snappy advice or sloganeering, academics Berman and Blakeman compile a textbook-ready step-by-step guide to the advertising process. Taking readers through the nuts and bolts of ad creation, the authors are unafraid to start with the basics: the chapter called "How Designers Approach Strategy Visually" explains that "layout style, or how elements are featured or placed in the design, determines what your concept will say about itself." As an explication of advertising mechanics, from brainstorming to copywriting to strategizing and media usage, Berman and Blakeman have put together a thorough, if dry, primer that will familiarize would-be ad professionals with the discipline's processes and principles; anyone hoping for a deeper look at the "creative" side of "creative collaboration" will probably do better with a volume penned by experienced industry insiders.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
Margo Berman and Robyn Blakeman's book, The Brains Behind Great Ad Campaigns, is a much-needed one. It's not a guide to developing concepts. It's not a book about copywriting or visual communication. It's not a recipe for success. Nor is it a book about strategy, although all these topics are covered. It's more about the underlying process that results in a great advertising campaign idea. What makes this book special and so helpful for a campaign class is that it covers the right topics, in the right amount, in the right sequence and with crystal-clear examples....The Brains Behind Great Ad Campaigns joins a host of other notable advertising books. What it does better than other is help students understand what it takes to develop better ideas and it sets the stage for other advertising creative how-to books. It is well written and well organized. It is an ideal book for an upper-level undergraduate advertising campaign or capstone course. It would also be relevant for upper-level journalism studies in public relations, Integrated Marketing Communication (IMC), strategic communication or marketing communications. (Journalism Studies)
In this didactic look at advertising, including plenty of fun examples from the American ad landscape, academics Berman and Blakeman compile a textbook-ready step-by-step guide to the advertising process. Taking readers through the nuts and bolts of ad creation, the authors are unafraid to start with the basics. . . . As an explication of advertising mechanics, from brainstorming to copywriting to strategizing and media usage, Berman and Blakeman have put together a thorough . . . primer that will familiarize would-be ad professionals with the discipline's processes and principles. (Publishers Weekly, Web Exclusive Review December 2009)
This is a remarkably comprehensive account of how advertising ideas, strategies, and campaigns come about. (Edward de Bono, author of Six Thinking Hats)
This book gives you a box seat view of the collaborative process needed to create outstanding campaigns including how-tos from some of the industry's superstars. And you'll see it also takes a village to raise an ad. (Pippa Seichrist, president, Miami Ad School)
Packed with quotes from leading creatives, The Brains Behind Great Ad Campaigns is an engaging window on the creative process and the current role of research, strategy, and media specialists in big idea generation. The authors provide the real-world insight students need, and for both novices and those familiar with the ad industry, illustrate how agencies are adapting to today's media environment. (Janas Sinclair, University of North Carolina)
I think this is a much needed book for an Advertising Campaign Capstone class. It provides tangible, insightful, and relevant advice, while numerous examples bring all the material together. (Craig Davis, Ohio University)
'A Perfect Marriage:' An invigorating and outstanding book that marries the business side of advertising with the creative development side. It defines the creative process for advertising students, that should be a must-read for all whether on the management or creative track. Through contemporary examples, many well known, the substantiation and melding of the left and right brain detail the results of such collaborations. The book really brings it all together, true integration. (Tim Hendrick, San Jose State University)
Review
This book gives you a box seat view of the collaborative process needed to create outstanding campaigns including how-tos from some of the industry's superstars. And you'll see it also takes a village to raise an ad.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Another Brilliant Book by Berman
By Elle
This book demonstrates a powerful perspective on how professionals in the industry develop and create successful ad campaigns. It provides the essential strategies and techniques that will help exercise your right-brain during the creative process. For those who are interested in the advertising industry, this book is a must. Concise, clear, and clever this book will inspire your creative side and help you spark up new ideas. Through its use of modern examples, illustrations, and excellent advice it will truly help you understand the fundamentals on what makes a successful ad campaign. I highly recommend this book to anyone passionate about advertising and developing their creative side.
0 of 0 people found the following review helpful.
An Inspiration for Future Professionals
By Heidi Lorraine
Margo Berman knows her stuff! Beside this book, I have also read The Copywriter's Toolkit and Street-Smart Advertising, and I can honestly say she makes an excellent mentor for up and coming professionals like myself. This book gives you the guidance you need to come up with amazing campaigns, and her other books give you insight necessary to strive for success in the field. If her books don't inspire you to push your creativity, or inspire you to try to come up with the next best campaign, you are either in the wrong career or need a miracle.
I have read many textbooks throughout my semesters in college, and very little of what I read has stayed with me.
What makes her books different is that Berman's books demand to be read. And whether you realize it or not, you learn. In the beginning of the semester I rented all three books (like I do with all of my school books). By the middle of the semester I ended up purchasing them because these are books I definitely wanted to own.
If you're a professor who is reading this review, on behalf of students, I ask you to switch the stuffy old books for Berman's brilliant works! Trust me when I say they will thank you ;)
0 of 0 people found the following review helpful.
IT'S LIKE BEING ENROLLED IN A GREAT MARKETING CLASS AT UNIVERSITY
By acme adworks
maybe it's because i'm new to the ad biz and i'm voraciously reading as many good advertising/marketing books that i can get my hands on, but i found the well-written "Brains" to be an incredible read.
one feature that i appreciated was that the authors incorporated many quotes from other ad greats. the book also was organized well and approached subjects as if the reader was clueless (like me).
the chapters of the book thoroughly explain strategy, brainstorming, how copyrighters versus designers approach strategy, where things go wrong and where they take off, strategies for "new" media (this book was written in 2009) and how to put together a quality presentation. ad studies of ups, nike, milk producers board, and others were evaluated well, too.
i liken this book to attending a great marketing class at university, and i highly recommend it for anyone who'd like to understand more about the ad biz.
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