Noah Olivia
ASIN: B093X564WK
Publisher: unknown
Pages: 146

As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Innovative Advertising for a Digital World is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry.Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Innovative Advertising for a ...
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