Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks. Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.

In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today’s consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.

This book presents a clear constructive representation for policy framework, effect, and integrities of various platforms that are vocal about digital entertainment. It provides a holistic representation of all the platforms, whether they are application based or AI based or web portal based. Digital Entertainment incorporates Internet-based gaming, remote gaming, online applications for TV, music, and films fans, and types of consumer-to-consumer (C2C) stimulation that includes human–PC or human–human or human–mobile collaboration through the Internet (or remote).

A COMPANION TO CREATIVE WRITING A Companion to Creative Writing is a comprehensive collection covering myriad aspects of the practice and profession of creative writing in the contemporary world. The book features contributions from an international cast of creative writers, publishers and editors, critics, translators, literary prize judges, and many other top professionals. Chapters not only consider the practice of creative writing in terms of how it is “done,” but also in terms of what occurs in and around creative writing practice. Chapters address a wide range of topics including the writing of poetry and fiction; playwriting and screenwriting; writing for digital media; editing; creative writing and its engagement with language, spirituality, politics, education, and heritage. Other chapters explore the role of literary critics and ideas around authorship, as well as translation and creative writing, the teaching of creative writing, and the histories and character of the marketplace, prizes, awards, and literary events. With its unprecedented breadth of coverage, A Companion to Creative Writing is an indispensable resource for those who are undertaking creative writing, studying creative writing at any level, or considering studying creative writing.

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.