Sign-In
Cart
The Creative Brief Blueprint: Crafting Strategy That Generates More Effective Advertising
Hardcover
Currently unavailable to order
Please enter your email and a message will be sent to you when this product becomes available on our website.
ISBN10: 1098380754
ISBN13: 9781098380755
Publisher: Bookbaby
Published: Aug 24 2021
Pages: 150
Weight: 0.90
Height: 0.63 Width: 6.22 Depth: 9.13
Language: English
ISBN13: 9781098380755
Publisher: Bookbaby
Published: Aug 24 2021
Pages: 150
Weight: 0.90
Height: 0.63 Width: 6.22 Depth: 9.13
Language: English
As the world of marketing communications has become more tactically complex, the strategy behind the work has suffered. Most ads aren't good. They don't achieve the results that the company desires. They end up costing precious time and money. Neither you nor the target like to look at them either. Humanity has been creating marketing communications for over 8000 years. You would think people would be good at this by now.
The problem is people aren't good at it. Rather, as technology has improved, people have become better at learning just how bad they are. As brands are able to test more efficiently, they are witnessing less effective and even ineffective advertising. As brands have become able to produce spots more effectively, they're seeing more rounds of development that increase costs. And, as brands continue to recognize the value of clear marketing communications, the client-agency relationship has continued to deteriorate. A vicious cycle is upon us where brands are spending large sums of money to learn that the advertising was ineffective; rather than fix the problems, they simply repeat--we are in our very own version of Groundhog's Day.
This book is designed to give readers the tools they need to achieve meaningful improvement in their communications now and in the future. This book seeks to break the cycle of ineffective strategy and creative and help brands steer their marketing communications towards meaningful results and success. In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy. This strategy is brought to life via a concise and precise creative brief that acts as the blueprint for creative work.
In each chapter, the authors explain a particular part of the brief, review the value of the brief element to both clients and agencies, identify why brands fail and how to succeed, and answer common queries with regard to myths, misconceptions, and other questions.
Tactics will continue to evolve at a rapid pace, but the need for sound strategy is present now more than ever. This book gives readers the tools they need to achieve meaningful improvement in their communications now and in the future.
This book is designed to give readers the tools they need to achieve meaningful improvement in their communications now and in the future. This book seeks to break the cycle of ineffective strategy and creative and help brands steer their marketing communications towards meaningful results and success. In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy. This strategy is brought to life via a concise and precise creative brief that acts as the blueprint for creative work.
In each chapter, the authors explain a particular part of the brief, review the value of the brief element to both clients and agencies, identify why brands fail and how to succeed, and answer common queries with regard to myths, misconceptions, and other questions.
Tactics will continue to evolve at a rapid pace, but the need for sound strategy is present now more than ever. This book gives readers the tools they need to achieve meaningful improvement in their communications now and in the future.
Also in
Accounting
1929: Inside the Greatest Crash in Wall Street History--And How It Shattered a Nation
Sorkin, Andrew Ross
Hardcover
From $19.99
How to Get Rich in American History: 300 Years of Financial Advice That Worked (& Didn't)
Moore Phd, Joseph S.
Hardcover
$28.80
Bookkeeping - Accounting for Small Business: A Quickstudy Laminated Reference Guide
Epstein, Lita
Other
$6.60
Indispensable: How to Become the Company That Your Customers Can't Live Without
Calloway, Joe
Hardcover
$36.10
Too Big to Fail: The Inside Story of How Wall Street and Washington Fought to Save the Financial System--and Themselves
Sorkin, Andrew Ross
Paperback
$21.85
1929: Inside the Greatest Crash in Wall Street History--And How It Shatteredâ a Nation (Large Print Edition)
Sorkin, Andrew Ross
Paperback
$35.15
Accounting for Beginners (All-in-One): Everything You Need to Learn Financial & Managerial Accounting Even Without Prior Experience. Master Financial
Publications, Finance Knights
Paperback
$34.46
Tax-Free Wealth: How to Build Massive Wealth by Permanently Lowering Your Taxes
Wheelwright, Tom
Paperback
$23.70
Ofertas de $100M: Cómo presentar ofertas tan buenas que la gente sienta que es estúpida si dice que no
Hormozi, Alex
Hardcover
$35.99
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Hardcover
$35.99
Obvious Adams -- The Story of a Successful Businessman: New Business Edition
Updegraff, Robert R.
Paperback
$12.49
Financial Intelligence: A Manager's Guide to Knowing What the Numbers Really Mean
Knight, Joe
Berman, Karen
Hardcover
$33.25
Hide Your Assets and Disappear: A Step-By-Step Guide to Vanishing Without a Trace
Pankau, Edmund
Paperback
$18.99
The Problem with Personalization: How Advertisers Learned to Make and Break Us from Ancient Times to the AI Age
Turow, Joseph
Hardcover
$26.13
Prospectos de $100M: Cómo conseguir que los desconocidos quieran comprar lo que vendes
Hormozi, Alex
Paperback
$29.94
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Sutherland, Rory
Paperback
$18.99
The House of Morgan: An American Banking Dynasty and the Rise of Modern Finance
Chernow, Ron
Paperback
$22.80
Odds Are It's Marketing: A Practical Guide to Spotting Trends, Building Strategy, and Driving Growth
Ling, Shanise
Paperback
$16.10
Payments Systems in the U.S.: A Guide for the Payments Professional
Loftesness, Scott
Benson, Carol Coye
Jones, Russ
Paperback
$62.44
Financial Literacy for All: Disrupting Struggle, Advancing Financial Freedom, and Building a New American Middle Class
Bryant, John Hope
Paperback
$17.10
El Hombre Más Rico De Babilonia - Richest Man In Babylon - Spanish Edition
Clason, George S.
Paperback
$10.50
The Richest Man in Babylon - The Original 1926 Classic (Reader's Library Classics)
Clason, George S.
Paperback
$9.99
No Bullsh*t Branding: A Step-By-Step Guide to Discover, Design, and Deliver Your Brand
Martin, James
Hardcover
$38.00
Twenty Ads That Shook the World: The Century's Most Groundbreaking Advertising and How It Changed Us All
Twitchell, James
Paperback
$19.00
Yes!: 50 Scientifically Proven Ways to Be Persuasive
Goldstein, Noah J.
Martin, Steve J.
Cialdini, Robert
Paperback
$18.99
Choose FI: Your Blueprint to Financial Independence
Barrett, Brad
Mendonsa, Jonathan
Mamula, Chris
Paperback
$22.49
Ultimate Guide to Social Media Marketing: Master Today's Top Platforms, Build Impactful Campaigns, Track and Improve Results
Butow, Eric
Garcia, Stephanie
Blake, Roberto
Paperback
$25.64
The Accounting Game: Basic Accounting Fresh from the Lemonade Stand
Orloff, Judith
Mullis, Darrell
Paperback
$18.95
The Redleaf Calendar-Keeper 2026: A Record-Keeping System for Family Child Care Professionals
Press, Redleaf
Hardcover
$21.95
Financial Statements: A Step-By-Step Guide to Understanding and Creating Financial Reports (Over 200,000 Copies Sold!)
Ittelson, Thomas
Paperback
From $17.99
The Lords of Easy Money: How the Federal Reserve Broke the American Economy
Leonard, Christopher
Paperback
$18.99
Credit to the Nation: Eastern European Jewish Immigrant Bankers and the Shaping of American Finance, 1873-1930
Kobrin, Rebecca
Hardcover
$42.00
No New Things: A Radically Simple 30-Day Guide to Saving Money, the Planet, and Your Sanity
Piper, Ashlee
Hardcover
$22.49
Better Selling Through Storytelling: The Essential Roadmap to Becoming a Revenue Rockstar
Livesay, John
Paperback
$16.10
Spark Brilliance: How the Science of Positive Psychology Will Ignite, Engage, and Transform Your Team
Insinger, Jackie
Hardcover
$25.64
Accounting All-In-One for Dummies (+ Videos and Quizzes Online)
Boyd, Kenneth W.
Taillard, Michael
Kraynak, Joseph
Paperback
$33.24
The Next Millionaire Next Door: Enduring Strategies for Building Wealth
Fallaw, Sarah Stanley, PH. D.
Stanley, Thomas J., PH. D.
Paperback
$16.10
The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
Ries, Al
Ries, Laura
Paperback
$18.99
Mortgages 101: Quick Answers to Over 250 Critical Questions about Your Home Loan
Reed, David
Paperback
$19.99
Trust Is the Strategy: Building Your Law Firm's Brand With Integrity
Amarir, Molly
Hargroder, Megan
Paperback
$17.09
The Truth about College: The Essential Guide for Parents and Teens--So You Can Make the Right Choice Together
Edelman, Ric
Hardcover
$26.55
The Accounting for the Numberphobic: A Survival Guide for Small Business Owners
Fotopulos, Dawn
Paperback
$24.99
Financial Intelligence for Entrepreneurs: What You Really Need to Know about the Numbers
Knight, Joe
Berman, Karen
Paperback
$30.40
The Wealthy Barber, Updated 3rd Edition: Everyone's Commonsense Guide to Becoming Financially Independent
Chilton, David
Paperback
$18.05
The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand
Walter, Ekaterina
Gioglio, Jessica
Paperback
$50.00
Inventory Log: Large Inventory Log Book - 120 Pages for Business and Home - Perfect Bound
Press, Red Tiger
Paperback
$11.99
Billion Dollar Whale: The Man Who Fooled Wall Street, Hollywood, and the World
Hope, Bradley
Wright, Tom
Paperback
$20.89
Corporate Financing and Governance in Japan: The Road to the Future
Hoshi, Takeo
Kashyap, Anil K.
Paperback
$67.50
$100M Offers Summary and Workbook: How To Make Offers So Good People Feel Stupid Saying No
Hormozi, Alex
Hardcover
$35.99
Keyboard Rich: How Anyone Can Earn Six Figures from Home with a Simple Bookkeeping Business
Von Fumetti, Bill
Paperback
$18.99
The McGraw-Hill 36-Hour Course: Accounting
Dixon, Robert L.
Arnett, Harold E.
Davidoff, Howard
Paperback
$28.50
So, You Want To Be An Internal Audit Rock Star?: Leadership Competencies to Help You Thrive
Rogers, Shane M.
Paperback
$37.44
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Kapferer, Jean-Noël
Bastien, Vincent
Hardcover
$68.63
Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
Whitman, Drew Eric
Paperback
$17.05
Financial Literacy for All: Disrupting Struggle, Advancing Financial Freedom, and Building a New American Middle Class
Bryant, John Hope
Hardcover
$28.50
The Path to Sustained Excellence: Strategy, Culture and Team: The Story of WSFS into the 21st Century
Turner, Mark A.
Simon, Lizzie
Kriegstein, Brittany
Hardcover
$27.50
No B.S. Guide to Making Them Believe: How John R. Brinkley Used His 21 Lost Marketing Secrets to Build a Notorious Medical Empire and Make Millions
Kennedy, Dan S.
Kessler, Chip
Paperback
$23.74
Fearless Farm Finances: Farm Financial Management Demystified
Padgham, Jody L.
Dietmann, Paul
Chase, Craig
Paperback
$24.94
It's Not About You: Winning New Business In A Crowded Agency World
Boehler, Stephen
Boehler, Robin
Paperback
$19.00
Any Insights Yet?: Connect the dots. Create new categories. Transform your business.
Kocek, Chris
Paperback
$24.94
How To Write An Inspired Creative Brief, 3rd Edition: A creative's advice on the first step of the creative process
Ibach, Howard
Paperback
$18.74
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Paperback
$29.94
The Illusion of Choice: 161/2 Psychological Biases That Influence What We Buy
Shotton, Richard
Paperback
$18.99
Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results
Mitchell, Jack
Hardcover
From $10.99
Accounting and QuickBooks - 2 in 1: Learn How to Use Small Business Bookkeeping Software for Beginners
Ellis, Kevin
Paperback
$25.64
Marketing Made Simple: A Step-By-Step Storybrand Guide for Any Business
Peterson, J. J.
Miller, Donald
Paperback
$21.84
Financial Literacy for Managers: Finance and Accounting for Better Decision-Making
Lambert, Richard A.
Paperback
$18.99
Failure Factory: How Baltimore City Public Schools Deprive Taxpayers and Students of a Future
Papst, Chris
Paperback
$21.80
The Wealth of Nations: Complete (Royal Collector's Edition) (Case Laminate Hardcover with Jacket)
Smith, Adam
Hardcover
$74.94
$100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff
Hormozi, Alex
Paperback
$29.94
The Micro-Script Rules: How to tell your story (and differentiate your brand) in a sentence...or less.
Schley, Bill
Paperback
$18.95
Damn Right!: Behind the Scenes with Berkshire Hathaway Billionaire Charlie Munger
Lowe, Janet
Paperback
$27.50
Ways and Means: Lincoln and His Cabinet and the Financing of the Civil War
Lowenstein, Roger
Paperback
From $10.99