http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
how to deconstruct ads in order to build better advertising
Teaches advertising, marketing, and management students (both the "suits" and the "creatives") how to effectively judge and critique creativity in advertising
1. The case for critique : why we need constructive criticism to make great ads -- 2. AdSpeak : the vocabulary of advertising -- 3. AdErrors : when good ads go bad -- 4. AdAnalogy : how art and copy play together -- 5. The 360 degree critique : being digital, going viral, and beyond -- 6. AdAlliance : your partners in creating great advertising -- 7. AdSpeak up! Who says what when -- 8. The creative team's bill of rights -- 9. The client's bill of rights -- 10. Presentation prep -- 11. Critique cheats : tips to make the most of the critique
Includes bibliographical references and index