Ad Brief II: Creativity and Production

Author: Tokyo Fusha Corporation
Publisher:
Publish Date: 1999-11-19
Features: This book is part of the "Essentials of Business Management Series." The entire book is divided into four main parts: Enhancing Creativity, The Process of Advertising Production, Operations Management, and Advertising Performance Management. It systematically and specifically discusses the construction of advertising performance concepts, the exploration of new performance forms, the operational management of 14 different media, the evaluation process for creativity, the creation and management of advertising performance manuals, advertising company management, actor management, methods for determining the total advertising budget, the allocation of advertising expenses, and budget control. The book also cites numerous successful case studies. This book is suitable for students and professionals in the advertising field.