by Carlos Navarro Gutiérrez · ESIC Editorial · tapa blanda · ISBN 9788473564779
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«Creatividad publicitaria eficaz» is the advertising creativity manual by Carlos Navarro Gutiérrez, published by ESIC Editorial in paperback.
The work analyzes how to generate effective advertising ideas and apply them in campaigns: techniques of creatives, key visual, slogans and stereotypes as an attention resource. The journey goes from client strategy to art direction and copy, with examples from BMW, Nokia or Google and the challenges of electronic media: web, mobile, email and video games.
The work corresponds to the second revised and updated edition and is organized into nine chapters, each with a didactic summary.
Aimed at agency professionals and advertisers, as well as students and scholars of advertising in universities and business schools.
