Clemmow, Simon, <br/><br/>
Advertising, big ideas and the power of participation  [electronic resource] / 
Simon Clemmow. 
 - London :  Henry Stewart Talks,  2010. 
 - 1 online resource (1 streaming video file (37 min.) :  color, sound). 
 - Modern brand management : fundamentals and latest thinking .
 - Henry Stewart talks.  Marketing & management collection.  Modern brand management .
<br/><br/> Animated audio-visual presentation with synchronized narration.  Title from title frames. 
<br/><br/>Contents: Creating the brand idea is the basis of all brand communication -- How that big idea is generated and integrated into a comprehensive and coherent programme of branded communication is a core area of brand management -- Where big ideas come from, and how to go hunting for them -- Five tests of a big idea -- How -- and why -- to get from a big idea to a creative idea -- The latest thinking on campaign planning and the power of consumer participation. 
<br/><br/> Access restricted to subscribers. 
<br/><br/><br/>Mode of access: World Wide Web. <br/>System requirements:  Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+.  Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site.  Required Desktop Browser plugins & viewers:  Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+. 
<br/><br/><label>Publisher. No.: </label>2393  Henry Stewart Talks 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Branding (Marketing)