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Creative Strategy in Advertising

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ISBN-10: 053455783X

ISBN-13: 9780534557836

Edition: 7th 2001

Authors: Drewniany Jewler

List price: $104.95
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Book details

List price: $104.95
Edition: 7th
Copyright year: 2001
Publisher: Wadsworth
Publication date: 8/7/2000
Binding: Paperback
Pages: 314
Size: 8.00" wide x 10.00" long x 0.50" tall
Weight: 1.342
Language: English

Prefacep. xiii
Creating Unexpected but Relevant Selling Messagesp. 1
What Does It Mean to Be Creative?p. 1
Reviving Your Creativityp. 2
Creativity in Advertisingp. 3
That's Entertainment, but Is It Advertising?p. 4
Guidelines for Creating Effective Adsp. 9
A Mandate for Social Responsibilityp. 12
What Kind of Advertising Are You Going to Create?p. 13
Creativity Run Amuckp. 16
The Creative Challengep. 17
Suggested Activitiesp. 21
Search Online! Discovering More About Creativityp. 23
BriefCase: Bell Helmets: Courage for Your Headp. 24
Targeting a Diverse Marketplacep. 29
African-Americansp. 29
Hispanic-Americansp. 30
Asian-Americansp. 32
Native Americansp. 33
How to Reach Ethnic Minoritiesp. 35
The 50-Plus Marketp. 37
Womenp. 39
People with Disabilitiesp. 42
Gays and Lesbiansp. 42
Lessons That Apply to All Segmentsp. 44
Suggested Activitiesp. 45
Search Online! Discovering More About Targeting and Diversityp. 46
BriefCase: Tide en Espanolp. 47
Fact-Finding: The Basis for Effective Creative Workp. 49
State Your Question(s)p. 49
Dig Through Secondary Sourcesp. 49
Conduct Primary Researchp. 55
Interpret the Datap. 60
Common Mistakes in Researchp. 60
Suggested Activitiesp. 61
Search Online! Discovering More About Fact-Finding for Creative Excellencep. 63
BriefCase: Diabetics Discover the Joy of Eating Wellp. 64
Strategy: The Creative Before the Creativep. 67
O'Toole's Three-Point Approach to Strategyp. 68
DDB Needham's Focus on One or More of the Basic Human Needsp. 69
McCann-Erickson's Role-Playing Approachp. 72
Stating the Strategyp. 73
Choosing a Strategy Type Based on Your Goalsp. 74
Linking Strategy with the Thinking/Feeling and High/Low-Importance Scalesp. 75
Think VIPSp. 76
Think ROIp. 77
The Strategy Statementp. 80
Suggested Activitiesp. 81
Search Online! Discovering More About Strategyp. 81
BriefCase: Barbed Advertising on a Limited Budget: The Success of Magic Ring by Lovablep. 82
Finding the Big Ideap. 87
How Do You Come Up with the Big Idea?p. 87
Considerations in Brainstormingp. 88
Guidelines for Brainstormingp. 96
Using Criticism to Improve Your Creativityp. 99
Suggested Activitiesp. 103
Search Online! Discovering More About Finding the Big Ideap. 104
BriefCase: Industry Cruising for First-Timersp. 105
Working in Printp. 109
A Quick Look at "the Look" of Printp. 109
Headlines and Visuals--Important Choicesp. 110
Copy: Writing the Fine Printp. 119
Other Considerations in Writing Copyp. 128
Other Print Media: Outdoor, Transit, and Point-of-Purchasep. 132
Suggested Activitiesp. 132
Search Online! Discovering More About Print Advertisingp. 133
BriefCase: Avon Cleaners: High-Profile Advertising Reaches a High-Profile Clientelep. 134
Designing to Communicatep. 138
Functions of Designp. 138
Basics of Designp. 139
The Four R's of Designp. 143
Selecting Typep. 145
Basic Ad Layoutsp. 147
Inviting Readershipp. 148
Creating the Finished Ad: Computers and Designp. 148
Suggested Activitiesp. 150
Search Online! Discovering More About Advertising Designp. 151
BriefCase: Traveler Magazine Sends Their Minds--Media Buyers Soon Followp. 152
Writing for Radio--Can You See What I'm Saying?p. 157
Why Advertise on Radio?p. 157
Radio: A Writer's Mediump. 158
The Theater of the Mindp. 159
Live Versus Producedp. 160
Writing for Radiop. 161
Approaches to Radio Commercialsp. 165
Radio Script Formatp. 169
Suggested Activitiesp. 170
Search Online! Discovering More About Radio Commercialsp. 171
BriefCase: Seeing the Light: Tom Bodett Sells Affordability and Comfort for Motel 6p. 172
Working in Televisionp. 174
A Meaningful Message for Business Travelersp. 175
Getting Ready to Write Ads for TVp. 176
Formats for Television Commercialsp. 179
Camera Shots, Camera Moves, and Transitionsp. 180
Editing for Continuityp. 182
Getting It on Paper: The TV Scriptp. 186
Making It Clear: The TV Storyboardp. 186
TV Productionp. 187
Suggested Activitiesp. 188
Search Online! Discovering More About Television Commercialsp. 189
BriefCase: Pepsi Finds a New Way to Poke Fun at "the Other Cola"p. 190
Using Direct Marketing to Build Lasting Relationshipsp. 193
Direct Marketing: An Old Idea Improved Through Technologyp. 193
How Direct Marketing Differs from Mass-Media Advertisingp. 194
Advantages of Direct Marketing over Other Forms of Advertisingp. 195
Computer Databases: The Key to Targeting the Best Prospectsp. 197
Direct Marketing: A More Personalized Relationshipp. 198
The Three Musts for Successful Direct Marketingp. 200
Designing the Direct-Marketing Packagep. 201
Direct Marketing as Part of a Total Advertising Campaignp. 201
Fundraising Through Direct Marketingp. 201
Catalogs: Bringing the Retail Store into the Home and Officep. 207
Personalizing the Direct-Marketing Messagep. 208
Ethical Aspects of Direct Marketingp. 210
Suggested Activitiesp. 210
Search Online! Discovering More About Direct Marketingp. 212
BriefCase: Father Seeks Revenge After Daughter Loses Virginity (or Just Another Night at the Baltimore Opera)p. 213
The Internet: The Ultimate Directp. 217
The Interactive Teamp. 217
Designing for the Internet: A Four-Stage Processp. 218
Research and Planningp. 218
Conceptsp. 221
Developmentp. 224
Productionp. 226
Banner Adsp. 228
A Look at the Futurep. 229
Suggested Activitiesp. 229
Search Online! Discovering More About Internet Advertisingp. 230
BriefCase: Getting Banner Results on the Internet: What's Creative Online?p. 231
Retail Advertisingp. 235
What Makes Retail Advertising Unique?p. 236
How to Create Retail Adsp. 238
Suggested Activitiesp. 247
Search Online! Discovering More About Retail Advertisingp. 247
BriefCase: Pointy Shoes and Goodwill Are Always in Style at Marshall Field'sp. 248
Convincing the Clientp. 253
The Presentation Is Half the Battlep. 254
Pitching with Pizzazzp. 256
Guidelines for Making Presentationsp. 257
Perils and Pitfalls of Presentingp. 258
How to Correct the Problemsp. 259
Suggested Activitiesp. 260
Search Online! Discovering More About Convincing the Clientp. 260
BriefCase: Hail Happens. How Pro-Dent Got the Word Out on Getting the Dents Outp. 261
Now It's Time to Land That Jobp. 265
State Your Objectivesp. 265
Pinpoint Your Strongest Selling Pointsp. 267
Assess the Competitionp. 267
Research Your Target Audiencep. 267
Develop a Creative Communication Messagep. 270
Other Job-Hunting Suggestionsp. 284
Suggested Activitiesp. 284
Search Online! Discovering More About Landing That Jobp. 285
Assignmentsp. 286
Suggested Readingsp. 295
Indexp. 301
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