Creative Strategy in Advertising (with InfoTrac),9780534557836

Creative Strategy in Advertising (with InfoTrac)

by ;
ISBN13: 9780534557836
ISBN10: 053455783X
Format: Paperback
Pub. Date: 2000-08-07
Publisher(s): Wadsworth Publishing
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Summary

This book focuses 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, focusing first on the creative person, then on strategy and problem solving.

Table of Contents

Preface xiii
Creating Unexpected but Relevant Selling Messages
1(28)
What Does It Mean to Be Creative?
1(1)
Reviving Your Creativity
2(1)
Creativity in Advertising
3(1)
That's Entertainment, but Is It Advertising?
4(5)
Guidelines for Creating Effective Ads
9(3)
A Mandate for Social Responsibility
12(1)
What Kind of Advertising Are You Going to Create?
13(3)
Creativity Run Amuck
16(1)
The Creative Challenge
17(4)
Suggested Activities
21(2)
Search Online! Discovering More About Creativity
23(6)
BriefCase: Bell Helmets: Courage for Your Head
24(5)
Targeting a Diverse Marketplace
29(20)
African-Americans
29(1)
Hispanic-Americans
30(2)
Asian-Americans
32(1)
Native Americans
33(2)
How to Reach Ethnic Minorities
35(2)
The 50-Plus Market
37(2)
Women
39(3)
People with Disabilities
42(1)
Gays and Lesbians
42(2)
Lessons That Apply to All Segments
44(1)
Suggested Activities
45(1)
Search Online! Discovering More About Targeting and Diversity
46(3)
BriefCase: Tide en Espanol
47(2)
Fact-Finding: The Basis for Effective Creative Work
49(18)
State Your Question(s)
49(1)
Dig Through Secondary Sources
49(6)
Conduct Primary Research
55(5)
Interpret the Data
60(1)
Common Mistakes in Research
60(1)
Suggested Activities
61(2)
Search Online! Discovering More About Fact-Finding for Creative Excellence
63(4)
BriefCase: Diabetics Discover the Joy of Eating Well
64(3)
Strategy: The Creative Before the Creative
67(20)
O'Toole's Three-Point Approach to Strategy
68(1)
DDB Needham's Focus on One or More of the Basic Human Needs
69(3)
McCann--Erickson's Role-Playing Approach
72(1)
Stating the Strategy
73(1)
Choosing a Strategy Type Based on Your Goals
74(1)
Linking Strategy with the Thinking/Feeling and High/Low-Importance Scales
75(1)
Think VIPS
76(1)
Think ROI
77(3)
The Strategy Statement
80(1)
Suggested Activities
81(1)
Search Online! Discovering More About Strategy
81(6)
BriefCase: Barbed Advertising on a Limited Budget: The Success of Magic Ring© by Lovable
82(5)
Finding the Big Idea
87(22)
How Do You Come Up with the Big Idea?
87(1)
Considerations in Brainstorming
88(8)
Guidelines for Brainstorming
96(3)
Using Criticism to Improve Your Creativity
99(4)
Suggested Activities
103(1)
Search Online! Discovering More About Finding the Big Idea
104(5)
BriefCase: Industry Cruising for First-Timers
105(4)
Working in Print
109(29)
A Quick Look at ``the Look'' of Print
109(1)
Headlines and Visuals---Important Choices
110(9)
Copy: Writing the Fine Print
119(9)
Other Considerations in Writing Copy
128(4)
Other Print Media: Outdoor, Transit, and Point-of-Purchase
132(1)
Suggested Activities
132(1)
Search Online! Discovering More About Print Advertising
133(5)
BriefCase: Avon Cleaners: High-Profile Advertising Reaches a High-Profile Clientele
134(4)
Designing to Communicate
138(19)
Functions of Design
138(1)
Basics of Design
139(4)
The Four R's of Design
143(2)
Selecting Type
145(2)
Basic Ad Layouts
147(1)
Inviting Readership
148(1)
Creating the Finished Ad: Computers and Design
148(2)
Suggested Activities
150(1)
Search Online! Discovering More About Advertising Design
151(6)
BriefCase: Traveler Magazine Sends Their Minds---Media Buyers Soon Follow
152(5)
Writing for Radio---Can You See What I'm Saying?
157(17)
Why Advertise on Radio?
157(1)
Radio: A Writer's Medium
158(1)
The Theater of the Mind
159(1)
Live Versus Produced
160(1)
Writing for Radio
161(4)
Approaches to Radio Commercials
165(4)
Radio Script Format
169(1)
Suggested Activities
170(1)
Search Online! Discovering More About Radio Commercials
171(3)
BriefCase: Seeing the Light: Tom Bodett Sells Affordability and Comfort for Motel 6
172(2)
Working in Television
174(19)
A Meaningful Message for Business Travelers
175(1)
Getting Ready to Write Ads for TV
176(3)
Formats for Television Commercials
179(1)
Camera Shots, Camera Moves, and Transitions
180(2)
Editing for Continuity
182(4)
Getting It on Paper: The TV Script
186(1)
Making It Clear: The TV Storyboard
186(1)
TV Production
187(1)
Suggested Activities
188(1)
Search Online! Discovering More About Television Commercials
189(4)
BriefCase: Pepsi Finds a New Way to Poke Fun at ``the Other Cola''
190(3)
Using Direct Marketing to Build Lasting Relationships
193(24)
Direct Marketing: An Old Idea Improved Through Technology
193(1)
How Direct Marketing Differs from Mass-Media Advertising
194(1)
Advantages of Direct Marketing over Other Forms of Advertising
195(2)
Computer Databases: The Key to Targeting the Best Prospects
197(1)
Direct Marketing: A More Personalized Relationship
198(2)
The Three Musts for Successful Direct Marketing
200(1)
Designing the Direct-Marketing Package
201(1)
Direct Marketing as Part of a Total Advertising Campaign
201(1)
Fundraising Through Direct Marketing
201(6)
Catalogs: Bringing the Retail Store into the Home and Office
207(1)
Personalizing the Direct-Marketing Message
208(2)
Ethical Aspects of Direct Marketing
210(1)
Suggested Activities
210(2)
Search Online! Discovering More About Direct Marketing
212(5)
BriefCase: Father Seeks Revenge After Daughter Loses Virginity (or Just Another Night at the Baltimore Opera)
213(4)
The Internet: The Ultimate Direct
217(18)
The Interactive Team
217(1)
Designing for the Internet: A Four-Stage Process
218(1)
Stage 1: Research and Planning
218(3)
Stage 2: Concepts
221(3)
Stage 3: Development
224(2)
Stage 4: Production
226(2)
Banner Ads
228(1)
A Look at the Future
229(1)
Suggested Activities
229(1)
Search Online! Discovering More About Internet Advertising
230(5)
BriefCase: Getting Banner Results on the Internet: What's Creative Online?
231(4)
Retail Advertising
235(18)
What Makes Retail Advertising Unique?
236(2)
How to Create Retail Ads
238(9)
Suggested Activities
247(1)
Search Online! Discovering More About Retail Advertising
247(6)
BriefCase: Pointy Shoes and Goodwill Are Always in Style at Marshall Field's
248(5)
Convincing the Client
253(12)
The Presentation Is Half the Battle
254(2)
Pitching with Pizzazz
256(1)
Guidelines for Making Presentations
257(1)
Perils and Pitfalls of Presenting
258(1)
How to Correct the Problems
259(1)
Suggested Activities
260(1)
Search Online! Discovering More About Convincing the Client
260(5)
BriefCase: Hail Happens. How Pro-Dent Got the Word Out on Getting the Dents Out
261(4)
Now It's Time to Land That Job
265(21)
State Your Objectives
265(2)
Pinpoint Your Strongest Selling Points
267(1)
Assess the Competition
267(1)
Research Your Target Audience
267(3)
Develop a Creative Communication Message
270(14)
Other Job-Hunting Suggestions
284(1)
Suggested Activities
284(1)
Search Online! Discovering More About Landing That Job
285(1)
Appendix: Assignments 286(9)
Suggested Readings 295(6)
Index 301

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