Cracking the Ad Code

by Jacob Goldenberg, Amnon Levav, David Mazursky

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.

178 pages, Paperback

First published March 31, 2009

Reviews

[Dr. Sanjay · Rating 5 out of 5]

Wonderful book. It explains in a simplified and practical way to understand and create the creative and effective advertisements.

[Amir Elion · Rating 4 out of 5]

This book offers a good explanation of using creative advertising templates for making highly effective commercials. The explanations and accompanying examples are clear and well organized. The authors also introduce and include some of the basic concepts of advertising and marketing.
I would have liked to see a deeper coverage of the templates and of Systematic Inventive Thinking creative advertising tools. Also - in some case there are too few examples of the templates.

[Lawrence · Rating 5 out of 5]

I've read tons of books on copywriting and this has been one of the best. I'm surprised it doesn't have more reviews. It's a wonderful companion for brainstorming strategic and compelling ad campaigns. I'd highly recommend it - that is if you can manage to get your hands on a copy (seems to be out of print, unfortunately).

[Bahadır Eren · Rating 4 out of 5]

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