Creative Strategy in Advertising (with InfoTrac),9780534625108

Creative Strategy in Advertising (with InfoTrac)

by ;
Edition: 8th
ISBN13: 9780534625108
ISBN10: 053462510X
Format: Paperback
Pub. Date: 2004-05-04
Publisher(s): Wadsworth Publishing
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Summary

CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.

Table of Contents

Preface xiii
1 CREATIVITY: UNEXPECTED BUT RELEVANT SELLING MESSAGES
1(24)
Creativity Defined
1(6)
That's Entertainment, but Is It Advertising?
7(6)
Ethical and Legal Issues
13(4)
The Creative Challenge
17(3)
Suggested Activities
20(1)
Search Online! Discovering More About Creativity
21(1)
BRIEFCASE: Icelandair and BWI Take the Travail Out of Travel
22(3)
2 DIVERSITY: TARGETING AN EVER-CHANGING MARKETPLACE
25(21)
African Americans
28(1)
Hispanic Americans
29(2)
Asian Americans
31(1)
Native Americans
32(1)
How to Reach Ethnic Minorities
33(2)
The 50-Plus Market
35(3)
People with Disabilities
38(1)
Gays and Lesbians
39(1)
Lessons That Apply to All Segments
40(1)
Suggested Activities
41(1)
Search Online! Discovering More About Targeting
42(2)
BRIEFCASE: Tide en Espanol
44(2)
3 FACT FINDING: THE BASIS FOR EFFECTIVE CREATIVE WORK
46(23)
Step 1: State Your Question(s)
47(1)
Step 2: Dig Through Secondary Sources
48(7)
Step 3: Conduct Primary Research
55(5)
Step 4: Interpret the Data
60(1)
Future Steps in the Process
60(1)
Common Mistakes in Research
61(1)
Suggested Activities
62(1)
Search Online! Discovering More About Fact Finding for Creative Excellence
63(2)
BRIEFCASE: Bell Helmets: Courage for Your Head
65(4)
4 STRATEGY: A ROADMAP FOR THE CREATIVE TEAM
69(24)
O'Toole's Three-Point Approach to Strategy
73(4)
DDB Needham's Focus on Basic Human Needs
77(1)
McCann-Erickson's Role-Playing Approach
78(1)
An Account-Planning Approach
79(3)
Stating the Strategy
82(1)
Linking Strategy with the Thinking/Feeling and High/Low-Importance Scales
82(2)
Think ROI
84(1)
Checklist for Strategy
84(1)
Suggested Activities
85(1)
Search Online! Discovering More About Strategy
86(1)
BRIEFCASE: Eat Mor Chikin or These Cows Are Goners!
87(6)
5 IDEAS: THE CURRENCY OF THE 21ST CENTURY
93(26)
How Do You Come Up with the Big Idea?
93(3)
Creative Exercises
96(9)
Guidelines for Brainstorming
105(2)
Turn an Idea into a Campaign Theme
107(1)
Using Criticism to Improve Your Ideas
108(2)
Suggested Activities
110(5)
Search Online! Discovering More About the Big Idea
115(1)
BRIEFCASE: North Carolina Plays a Starring Role
116(3)
6 WORDS ON PAPER: CONNECTING TO CONSUMERS' HEARTS AND MINDS
119(27)
Headlines Help Form Good First Impressions
121(9)
Body Copy Tells the Rest of the Story
130(4)
Mandatories: Writing the Small Print
134(1)
Answers to Common Questions About Writing Copy
134(2)
Guidelines for Writing Effective Copy
136(5)
Checklist for Writing Copy
141(1)
Suggested Activities
141(1)
Search Online! Discovering More About Print Advertising
142(1)
BRIEFCASE: These Lost Dogs Belong in the Inhumane Society
143(3)
7 LAYOUTS: DESIGNING TO COMMUNICATE
146(29)
Functions of Design
146(2)
Basics of Design
148(9)
The Four Rs of Design 154 Selecting Type
157(7)
Basic Ad Layouts 161 Inviting Readership
164(1)
Creating the Finished Ad: Computers and Design
164(1)
Designing Outdoor and Transit Ads
165(1)
Answers to Common Questions About Design
166(1)
Suggested Activities
167(3)
Search Online! Discovering More About Advertising Design
170(1)
BRIEFCASE: National Geographic Traveler Magazine Sends Their Minds- Media Buyers Soon Follow
171(4)
8 RADIO: CAN YOU SEE WHAT I'M SAYING?
175(18)
Why Advertise on Radio?
175(1)
The Theater of the Mind
176(1)
Guidelines for Writing Effective Radio Spots
176(5)
Approaches to Radio Commercials
181(4)
Live Versus Produced
185(1)
Radio Script Format
186(2)
Checklist for Radio Copy
188(1)
Suggested Activities
188(1)
Search Online! Discovering More About Radio Commercials
189(1)
BRIEFCASE: Tom Bodett Sells Affordability and Comfort for Motel 6
190(3)
9 TELEVISION: THE POWER OF SIGHT AND SOUND
193(22)
A Meaningful Message for Business Travelers
194(1)
Getting Ready to Write Ads for TV
195(5)
Formats for Television Commercials
200(3)
Camera Shots, Camera Moves, and Transitions
203(1)
Editing for Continuity
204(2)
Music and Sound Effects
206(2)
Getting It on Paper: The TV Script
208(1)
Making It Clear: The TV Storyboard
209(1)
TV Production
209(1)
Checklist for Television
210(1)
Suggested Activities
211(1)
Search Online! Discovering More About Television Commercials
211(1)
BRIEFCASE: Pepsi Finds a New Way to Poke Fun at "the Other Cola"
212(3)
10 DIRECT MARKETING: THE CONVENIENCE OF SHOPPING AT HOME 215(23)
Direct Marketing: An Old Idea Improved Through Technology
215(1)
How Direct Marketing Differs from Mass-Media Advertising
216(1)
Advantages of Direct Marketing over Other Forms of Advertising
217(1)
Computer Databases: The Key to Targeting the Best Prospects
217(1)
Direct Marketing: A More Personalized Relationship
218(2)
The Three Musts for Successful Direct Marketing
220(1)
Designing the Direct-Marketing Package
221(1)
Direct Marketing as Part of a Total Advertising Campaign
221(6)
Fund-raising Through Direct Marketing
227(1)
Catalogs: Bringing the Retail Store into the Home and Office
227(2)
Personalizing the Direct-Marketing Message
229(1)
Ethical Aspects of Direct Marketing
230(2)
Suggested Activities
232(1)
Search Online! Discovering More About Direct Marketing
233(1)
BRIEFCASE: Father Seeks Revenge After Daughter Loses Virginity (or Just Another Night at the Baltimore Opera)
234(4)
11 THE INTERNET: THE ULTIMATE DIRECT 238(13)
The Interactive Team
239(1)
Designing for the Internet: A Four-Stage Process
239(1)
Stage 1: Research and Planning
239(2)
Stage 2: Concepts
241(3)
Stage 3: Development
244(2)
Stage 4: Production
246(1)
Banner Ads
246(1)
Suggested Activities
247(1)
Search Online! Discovering More About Internet Advertising
248(1)
BRIEFCASE: Spend Spring Break in Iceland
249(2)
12 INTEGRATED MARKETING COMMUNICATIONS: BUILDING STRONG RELATIONSHIPS BETWEEN THE BRAND AND THE CONSUMER 251(26)
Integrated Marketing Communications
252(1)
Sales Promotion
252(6)
Public Relations
258(5)
Promotional Products
263(1)
Special Packaging
263(1)
Sponsorships
264(2)
Cause-Related Marketing
266(2)
Guerilla Marketing
268(1)
Product Placement and Branded Content
268(2)
Suggested Activities
270(1)
Search Online! Discovering More About Integrated Marketing
270(2)
BRIEFCASE: How to Get New Yorkers Talking
272(5)
13 CLIENT PITCHES: HOW TO SELL YOUR IDEAS 277(13)
The Presentation Is Half of the Battle
278(2)
Pitching with Pizzazz
280(1)
Guidelines for Making Presentations
281(2)
Perils and Pitfalls of Presenting
283(1)
How to Correct the Problems
284(1)
Using PowerPoint Effectively
285(1)
Suggested Activities
286(1)
Search Online! Discovering More About Convincing the Client
286(1)
BRIEFCASE: Reading This Will Make You Irrational
287(3)
14 JOB SEARCH: HOW TO "SELL" YOURSELF 290(24)
Step 1: State Your Objectives
290(1)
Step 2: Pinpoint Your Strongest Selling Points
291(1)
Step 3: Assess the Competition
291(1)
Step 4: Research Your Target Audience
292(3)
Step 5: Develop a Creative Communication Message
295(11)
Other Job-Hunting Suggestions
306(3)
Suggested Activities
309(1)
Search Online! Discovering More About Landing the Job
309(1)
BRIEFCASE: ITT Industries' Corporate Advertising Campaign: Putting a Face on a Large Corporation
310(4)
Appendix: Assignments 314(8)
Suggested Readings 322(5)
Index 327

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