Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks. Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.

Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College

The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today’s consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.

BUSINESS STRATEGY. "The 4 Disciplines of Execution "offers the what but also how effective execution is achieved. They share numerous examples of companies that have done just that, not once, but over and over again. This is a book that every leader should read! (Clayton Christensen, Professor, Harvard Business School, and author of "The Innovator s Dilemma)." Do you remember the last major initiative you watched die in your organization? Did it go down with a loud crash? Or was it slowly and quietly suffocated by other competing priorities? By the time it finally disappeared, it s likely no one even noticed. What happened? The whirlwind of urgent activity required to keep things running day-to-day devoured all the time and energy you needed to invest in executing your strategy for tomorrow. "The 4 Disciplines of Execution" can change all that forever.

This book highlights the importance of thinking both verbally and visually, taking into account the key relationship between the words and images that occur within creative ad concepts. It contains numerous visual examples demonstrating the variety of work with which copywriters are involved, supported by in-depth discussion and analysis to help the reader understand why certain adverts work well. Packed with practical exercises, as well as tips and guidance on how to generate ideas and think creatively, this book will help you to communicate effectively with your target audience - or indeed anyone!

This book presents a clear constructive representation for policy framework, effect, and integrities of various platforms that are vocal about digital entertainment. It provides a holistic representation of all the platforms, whether they are application based or AI based or web portal based. Digital Entertainment incorporates Internet-based gaming, remote gaming, online applications for TV, music, and films fans, and types of consumer-to-consumer (C2C) stimulation that includes human–PC or human–human or human–mobile collaboration through the Internet (or remote).

A COMPANION TO CREATIVE WRITING A Companion to Creative Writing is a comprehensive collection covering myriad aspects of the practice and profession of creative writing in the contemporary world. The book features contributions from an international cast of creative writers, publishers and editors, critics, translators, literary prize judges, and many other top professionals. Chapters not only consider the practice of creative writing in terms of how it is “done,” but also in terms of what occurs in and around creative writing practice. Chapters address a wide range of topics including the writing of poetry and fiction; playwriting and screenwriting; writing for digital media; editing; creative writing and its engagement with language, spirituality, politics, education, and heritage. Other chapters explore the role of literary critics and ideas around authorship, as well as translation and creative writing, the teaching of creative writing, and the histories and character of the marketplace, prizes, awards, and literary events. With its unprecedented breadth of coverage, A Companion to Creative Writing is an indispensable resource for those who are undertaking creative writing, studying creative writing at any level, or considering studying creative writing.

Mechanical Design Engineering Handbook is a straight-talking and forward-thinking reference covering the design, specification, selection, use and integration of machine elements fundamental to a wide range of engineering applications. Develop or refresh your mechanical design skills in the areas of bearings, shafts, gears, seals, belts and chains, clutches and brakes, springs, fasteners, pneumatics and hydraulics, amongst other core mechanical elements, and dip in for principles, data and calculations as needed to inform and evaluate your on-the-job decisions. Covering the full spectrum of common mechanical and machine components that act as building blocks in the design of mechanical devices, Mechanical Design Engineering Handbook also includes worked design scenarios and essential background on design methodology to help you get started with a problem and repeat selection processes with successful results time and time again. This practical handbook will make an ideal shelf reference for those working in mechanical design across a variety of industries and a valuable learning resource for advanced students undertaking engineering design modules and projects as part of broader mechanical, aerospace, automotive and manufacturing programs. - Clear, concise text explains key component technology, with step-by-step procedures, fully worked design scenarios, component images and cross-sectional line drawings all incorporated for ease of understanding - Provides essential data, equations and interactive ancillaries, including calculation spreadsheets, to inform decision making, design evaluation and incorporation of components into overall designs - Design procedures and methods covered include references to national and international standards where appropriate