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How to write an inspired creative brief : 3rd ed.

Tác giả: Howard Ibach

Fundamentals on thinking about and writing the creative brief, the first step in the development of advertising creative. The document, and the process of briefing with the creative brief, can make the difference between mediocre creative solutions and work that measurably improves ROI.

Advertising and Promotion : an integrated marketing communications perspective : 11th ed.

Tác giả: George E. Belch, Michael A. Belch

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with ...

Beyond advertising : creating value through all customer touchpoints

Tác giả: Yoram Wind, Catharine Hays

Part 1. The motivation for change; Part 2. Toward a new model beyond advertising; Part 3: What to do now to get ready for - and Co-create - the future.

Search engine marketing

Tác giả: Andreas Ramos, Stephanie Cota

The book includes revealing interviews with industry experts as well as valuable tips on vendor selection. Implement an effective, integrated marketing program for your business with help from this definitive guide.