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Record Nr. |
UNINA9911009208903321 |
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Autore |
Tag Nancy R |
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Titolo |
Ad critique : how to deconstruct ads in order to build better advertising / / Nancy R. Tag |
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Pubbl/distr/stampa |
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Los Angeles, : SAGE, c2012 |
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ISBN |
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9781506319513 |
1506319513 |
9781483341545 |
1483341542 |
9781483387352 |
1483387356 |
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Descrizione fisica |
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1 online resource (xiv, 199 p.) : ill |
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Disciplina |
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Soggetti |
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Advertising |
Advertising - Evaluation |
Criticism |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di contenuto |
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The Terms: A Cheat SheetCritique Exercises; Suggested Viewing; Suggested Reading; Chapter 3: AdErrors: When Good Ads Go Bad; AdError One: The Headline and the Visual Are Redundant or Disconnected; Example: Cask & Cream; AdError Two: Meaningless Gimmicks and Borrowed Interest; Example: Oscar Meyer Bacon; AdError Three: Using Spokespeople Who Are Irrelevant to the Product or Message; Example: Sub-Zero; AdError Four: Lack of Focus; Example: Kitchen Basics; AdError Five: The Page Is Overdeveloped and/or Poorly Planned; Example: Conair; AdError Six: Sacrificing Clarity for Cleverness |
Example: Birds EyeAdError Seven: Overacknowledging Your Competition; Example: Smirnoff; AdError Eight: Letting Your Strategy Show; Example: Myrtle Beach, South Carolina; AdError Nine: Being Edgy for Its Own Sake; Example: Smith Micro; AdError Ten: Huh? Using Pretzel Logic, Being Too Subtle or Obtuse; Example: Ricoh; AdError Eleven: Forgetting About the Product; Example: Millstone Coffee; AdError Twelve: Being Boring or Too Obvious; Examples: Northland |
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