by Miguel Baños González · Ediciones del Laberinto S. L · tapa blanda · ISBN 9788484830443
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«Creatividad y publicidad» is the manual by Miguel Baños González, published by Ediciones del Laberinto in paperback (384 pages, in Spanish).
Baños González presents creativity as an essential factor in advertising communication, not only in the creative department of agencies, but also in marketing and brand differentiation. He explains the process for creating effective campaigns according to objectives and the incentive methods for achieving original messages.
It is part of the Laberinto Comunicación collection, where it occupies number 4.
Aimed at students and professionals in advertising, marketing and communication who want to understand the role of creativity in the advertising process.
