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Advertising as a Creative Industry

Author: Izabela Derda

Publisher: Taylor & Francis

Published: 2023-07-25

Total Pages: 92

ISBN-13: 1000970450

At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today’s creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape. The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a CC-BY license.

Marketing Strategy for Creative and Cultural Industries

Author: Bonita M. Kolb

Publisher: Routledge

Published: 2016-01-29

Total Pages: 248

ISBN-13: 1317429796

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Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural industries. With a range of learning exercises and real-life examples, this text shows how to create and execute successful marketing plans for creative businesses and is useful for marketing students and practitioners.

The Disappearing Product

Author: Chris Bilton

Publisher: Edward Elgar Publishing

Published: 2017-09-29

Total Pages: 386

ISBN-13: 1785360736

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Technological and social change has transfigured the market for creative industries. A new generation of intermediaries including Amazon, Apple, Facebook and Google deal in context (how we consume) more than content (what we consume), displacing cultural producers, devaluing culturing products and monopolising consumer attention. Drawing on theoretical models across disciplines and rich in practical examples, this book charts an approach to marketing which challenges cultural producers to reclaim their place in the creative economy.

Creative Industries

Author: Richard E. Caves

Publisher: Harvard University Press

Published: 2000

Total Pages: 472

ISBN-13: 9780674001640

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"To explain the logic of these arrangements, the author draws on the analytical resources of industrial economics and the theory of contracts. He addresses the winner-take-all character of many creative activities that brings wealth and renown to some artists while dooming others to frustration; why the "option" form of contract is so prevalent; and why even savvy producers get sucked into making "ten-ton turkeys," such as Heaven's Gate."--BOOK JACKET.

Public Relations as a Creative Industry

Author: Elisenda Estanyol

Publisher: Taylor & Francis

Published: 2022-09-02

Total Pages: 109

ISBN-13: 1000781917

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This shortform book defines and situates the role of Public Relations as a creative industry and discusses the trends and issues that the sector is facing within the wider context of the Creative Industries. Traversing and distilling both industry and scholarly research, the author will call on perspectives from a range of areas, including creativity, psychology, advertising, and marketing. Creativity and innovation are crucial elements in times of profound transformation such as those being experienced nowadays by the PR industry. The ability to generate new ideas is a competitive advantage of organizations. Nevertheless, although traditionally the focus has been on individual creativity, this book highlights the importance of organizational creativity in PR, becoming a result of teamwork and social interaction. This book will be a valuable resource for researchers and scholars looking at how creativity is an important asset in Public Relations. It will also be useful for students of Corporate Communication and Public Relations studies, for both undergraduate and postgraduate programs and PR practitioners who want to increase their creativity, learning from creative techniques and case studies.

Leadership in the Creative Industries

Author: Karen L. Mallia

Publisher: John Wiley & Sons

Published: 2019-01-09

Total Pages: 268

ISBN-13: 1119335795

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A groundbreaking book that explores the theory and practice of leading in the creative workplace Leadership in the Creative Industries is a much-needed guide to the theory and practice of the creative leadership skills that are essential to lead effectively in creative fields. As the growth of creative industries continues to surge and “noncreative” businesses put increasing emphasis on creativity and innovation, this book offers a practical resource that explores how to confidently lead a workforce, creatively. In order to lead creative people it is essential to understand the creative process, creativity, and the range of variables that affect it. This book fills a gap in the literature by exploring the creative leadership practices that are solidly grounded in evidenced-based research. The author includes suggestions for overcoming the challenges associated with leading creative people, and puts to rest many of the current industry misconceptions about leading creatively. This vital resource: Is the first book that highlights the theory and practice of creative leadership skills in the creative industries Includes best practices of leading for creativity, and reveals what encourages creativity and what suppresses it Debunks commonly held myths about leading a creative workforce with evidence-based guidance Contains a wealth of helpful tips, visualizations, callouts from primary research, and anecdotes from recognized thought leaders, to highlight and underscore important principles. Written for academics and students of leadership, those working or aspiring to work in the creative industries, Leadership in the Creative Industries puts the focuses directly on theory and practice of creative leadership in creative fields.

The Orange Economy

Author: Inter American Development Bank

Publisher: Inter-American Development Bank

Published: 2013-10-01

Total Pages: 242

ISBN-13:

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This manual has been designed and written with the purpose of introducing key concepts and areas of debate around the "creative economy", a valuable development opportunity that Latin America, the Caribbean and the world at large cannot afford to miss. The creative economy, which we call the "Orange Economy" in this book (you'll see why), encompasses the immense wealth of talent, intellectual property, interconnectedness, and, of course, cultural heritage of the Latin American and Caribbean region (and indeed, every region). At the end of this manual, you will have the knowledge base necessary to understand and explain what the Orange Economy is and why it is so important. You will also acquire the analytical tools needed to take better advantage of opportunities across the arts, heritage, media, and creative services.

Introducing the Creative Industries

Author: Rosamund Davies

Publisher: SAGE

Published: 2013-04-22

Total Pages: 507

ISBN-13: 1446291162

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"This text does a sterling job at identifying, outlining and defining the many elements that go to make up this booming sector of industry. What makes it particularly interesting is that it includes the view of the creative industries from the perspective of working in it, then the definitions of what products and producers are involved, and ends with the broader picture of the creative economy and predictions for future trends. Add to this that they include both theory and practice, and this really is an all-round guide to the vast domain that is loosely titled ′the creative industries′" - Angela Birchall, School of Media, Music & Performance, Salford University This is your complete guide to studying and succeeding in the creative industries. This book takes you through the history, trends, products and markets of the creative industries, showing how success depends on a mix of ideas, tactics and talent. When understanding social networks and cultural economy is just as important as hands-on skills or an entrepreneurial spirit, Introducing the Creative Industries shows you how to use theories, concepts and practical skills to get ahead in their course and professional life. Creatively imagined and beautifully written, this book: Interweaves theoretical concepts and professional practice on every page Uses cultural economy to teach the essential concepts and thinkers Integrates case studies from fashion and gaming to journalism and music Teaches strategies for navigating the links between skills, industries, creativity and markets. This book shows you how to spot opportunities and use your knowledge and savvy to take kickstart your career in this fast-moving industry. It is an essential guidebook for students of creativity in media and communication, design, creative industries and business.

Tourism and the Creative Industries

Author: Philip Long

Publisher: Routledge

Published: 2016-05-20

Total Pages: 320

ISBN-13: 1317565274

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This book focuses on the theoretical, policy and practice linkages and disjunctures between tourism and the creative industries. There are clear and strong intersections between the sectors, for example in the development and application of new and emerging media in tourism; festivals and cultural events showcasing the creative identity of place; tours and place identities associated with film, TV, music and arts tourism; as well as particular destinations being promoted on the basis of their ‘creative’ endowments such as theatre breaks, art exhibitions and fashion shows. Tourism and the Creative Industries explores a variety of relationships in one volume and offers innovative and critical insights into how creative industries and tourism together contribute to place identity, tourist experience, destination marketing and management. The book is aligned with the sectors that have been demarcated by the UK Government Department of Culture, Media and Sport as comprising the creative industries: advertising and marketing; architecture; design and designer fashion; film, TV, video, radio and photography; IT, software and computer services; publishing and music; performing and visual arts. The title of this volume demonstrates how the exclusion of tourism from the creative industries is arguably perverse, given that much of the work by destination managers and of private sector tourism is characterised by creativity and innovation. Interdisciplinary research and international context bring a broader perspective on how the creative industries operate in varying cultural and policy contexts in relation to tourism. This book brings together the parallel and disparate inter-disciplinary fields of tourism and the creative industries and will be of interest to students, academics and researchers interested in tourism, creative industries, marketing and management.