TY  - ADVS
AU  - Clemmow,Simon
TI  - Advertising, big ideas and the power of participation
T2  - Modern brand management : fundamentals and latest thinking
PY  - 2010///
CY  - London
PB  - Henry Stewart Talks
KW  - Advertising
KW  - Branding (Marketing)
N1  - Animated audio-visual presentation with synchronized narration; Title from title frames; 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; Access restricted to subscribers
UR  - http://hstalks.com/lib.php?t=HST102.2393&c=250
UR  - http://hstalks.com/lib.php?t=HST102&c=250
ER  -