Cracking the Ad Code

Description

Do you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty.

Jacob Goldenberg is an Associate Professor in the Marketing Department at the Hebrew University of Jerusalem, Israel. He is a leading expert on creative thinking and product development and has taught courses and workshops in inventive thinking for hi-tech companies and marketing organizations in both Israel and the United States. He has also worked with companies such as Scitex, Intel, Motorola, Coca-Cola, Mastercard, Ogilvy & Mather, and Rapp & Collins. Amnon Levav is Managing Director at SIT (Systematic Inventive Thinking) and has more than 20 years' experience in software consulting, architecture, and development. David Mazursky is an internationally acclaimed marketing expert and a prolific author. A professor at the Hebrew University of Jerusalem, he is currently Chair of the Marketing Department, and Director of the K-Mart Center for Retailing and International Marketing. Sorin Solomon is Professor of Theoretical Physics at the Hebrew University of Jerusalem and Chair of the EU Commission Expert Group on Complexity Science.