Loading...
Please wait, while we are loading the content...
Similar Documents
El "briefing" creativo en las agencias de publicidad: una aproximación cualitativa al caso español
| Content Provider | Semantic Scholar |
|---|---|
| Author | Roca, David |
| Copyright Year | 2006 |
| Abstract | Information sources are amongst the fundamental elements prior to the generation of creative sales ideas in advertising. They make it possible to draw up the creative briefing. This document contains the strategic information that is used by an advertising agency as a guide for developing advertising creativity. This qualitative research project aims to understand, systematize and describe the different stages that make up information management within the advertising agencies, in the context of the creative strategy. The research attempts to determine the processes followed by agencies in managing information (the advertiser’s brief, research techniques and creative brief). The following article uses the methodology of a research project developed in Portugal (Ribeiro Cardoso, 2002). |
| Starting Page | 7 |
| Ending Page | 7 |
| Page Count | 1 |
| File Format | PDF HTM / HTML |
| Volume Number | 12 |
| Alternate Webpage(s) | https://ddd.uab.cat/pub/artpub/2006/22925/zer_a2006n21p75.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
