Advertising Creative - International Student Edition
Strategy, Copy, and Design
5th Edition
Published on 19. June 2019
Book
Paperback/Softback
978-1-5443-7036-1 (ISBN)
Description
Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes-the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
More details
Edition
5th Revised edition
Language
English
Place of publication
Thousand Oaks
United States
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 279 mm
Width: 216 mm
Weight
1076 gr
ISBN-13
978-1-5443-7036-1 (9781544370361)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In.
Jean Grow is the Founder and Chief TruthsTeller at GROW - a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion - building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.
Jean Grow is the Founder and Chief TruthsTeller at GROW - a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion - building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.
Content
Brief Contents
Detailed Contents
Preface
Acknowledgements
1. Creativity: Concept Is Still King
What You Need to Learn
Who Wants to Be Creative?
Before We Move Ahead, a Brief Nod to the Past
The Creative Team
Ten Tips for Controlling the Creative Process
Where Do I Go from Here?
What's In It for Me?
Common Sense, Science, and Doing the Right Thing
Knowing What Makes the Consumer Tick
Creating from the Consumer's Point of View
Who's Who
What Would You Do?
Exercises
2. Strategy and Branding: Putting a Face on a Product
Let's Review the Basics
Advertising, Marcom, IMC, or What?
Advertising's Role in the Marketing Process
Objectives, Strategies, and Tactics
Account Planning-Solving the Client's Problem
Get the Facts
Interpreting Research Findings
Features and Benefits
Assembling the Facts
Value Proposition
Decide What's Important
Tone: Finding Your Voice
Think like a Planner, But Write like a Creative
The Power and the Limits of Branding
Who's Who
What Would You Do?
Exercises
3. Ethical and Legal Issues: Doing the Right Thing for the Right Reasons
Ethical Challenges Within
Women and Children First
Advertising in Action
Legal Issues
Copyrights
Libel
Trademarks
Recent Changes
Who's Who
What Would You Do?
Exercises
4. Diverse Audiences: Making Genuine Connections
The Ever Changing Social Landscape
A Humble Disclaimer
It's All There in Black and White
Say It in Spanish
Diversity and Unity in the Asian Community
LGBTQIA(+)
Generational Marketing
Women in Advertising: We Have Come a Long Way, But There's More
Work to Be Done
What About Connecting to Men?
Did We Miss Anyone?
Mixing it Up
A Time for Inclusion
Who's Who
What Would You Do?
Exercises
5. International Advertising: It's a Global Marketplace
Global Context
The Power of Culture
Global Growth
BRIC Nations
MIST Nations
Global Survival
Strategies for Success
Lost in Translation
Who's Who
What Would You Do?
Exercises
6. Concepts and Design: What's the Big Idea?
What Is Concepting?
How to Be Creative (Concepting Strategies)
The Concepting Process
Concept Testing
Design: Worth a Thousand Words
Basic Design Principles
Digital Design
Putting It All Together
Who's Who
What Would You Do?
Exercises
7. Campaigns: Synergy and Integration
What Is Campaigning?
How to Enhance Continuity
Consumer-Generated Campaigns
Integrating Sales Promotion into the Campaign
Customer Experience Management
Taglines: The String that Holds Campaigns Together
Campaign Tips
Who's Who
What Would You Do?
Exercises
8. Headlines and Copy Basics: Get Their Attention and Hold It
Why Writing Is Important
Why Have a Headline?
Subheads
Who Needs Copy?
Writing Structure
Writing Style
Checklist for Better Copy
Who's Who
What Would You Do?
Exercises
9. Print: Writing for Reading
Not Dead Yet
Magazines
Newspapers
Collateral
Why Print Matters
Who's Who
What Would You Do?
Exercises
10. Radio and Television Advertising: Interruptions that Sell
Radio: The Original Theatre of the Mind
The Changing Face of Television and Advertising
Who's Who
What Would You Do?
Exercises
11. Writing for Websites: Copy and Content
The New Creative Revolution Continues
Display Advertising
Web Copy and Content
User Experience
Video in Websites
Branded Entertainment
Search Engine Optimization
Web Copy versus Content
Landing Pages
Microsites
Writing for a Worldwide Web
Where Are We Headed?
Who's Who
What Would You Do?
Exercises
12. Socially Mobile: Ideas for the Small Screen
Mobile: You Can Take It with You
Where Is Mobile Taking Us?
Photo and Video Networking Sites
Social Media Marketing
Writing Company Blogs
Keeping Up with Social Trends
Who's Who
What Would You Do?
Exercises
13. Support Media: Everyone Out of the Box
Out-of-Home Advertising
Guerrilla Marketing
Native Advertising
Content Marketing
Sales Promotion
Public Relations and Cause Marketing
Box? What Box?
Who's Who
What Would You Do?
Exercises
14. Direct Marketing: Hitting the Bull's-Eye
Direct Marketing Defined
Why Use Direct Marketing?
Components of Direct Marketing
Direct Mail
Email
Mobile Direct Response Marketing
The Changing Face of Direct Response Marketing
Who's Who
What Would You Do?
Exercises
15. Business-to-Business: Selling along the Supply Chain
B2B Special Categories
Integrated B2B Campaigns
B2B and Social Media
The Changing Face of B2B
Who's Who
What Would You Do?
Exercises
16. Survival Guide: Landing Your First Job and Thriving
Three Ingredients for Success
Building Your Portfolio
Reaching Out
Surviving as a Junior Creative
Breaking Down Barriers to Success
Getting That Next Great Job
Who's Who
What Would You Do?
Exercises
Appendix
Copy Platform (Creative Strategy Statement)
Copy Editing and Proofreading Marks
Additional Radio Terms
Additional Television Terms
Additional Digital Terms
The Whole Book in One Page
Notes
Index
About the Authors
Detailed Contents
Preface
Acknowledgements
1. Creativity: Concept Is Still King
What You Need to Learn
Who Wants to Be Creative?
Before We Move Ahead, a Brief Nod to the Past
The Creative Team
Ten Tips for Controlling the Creative Process
Where Do I Go from Here?
What's In It for Me?
Common Sense, Science, and Doing the Right Thing
Knowing What Makes the Consumer Tick
Creating from the Consumer's Point of View
Who's Who
What Would You Do?
Exercises
2. Strategy and Branding: Putting a Face on a Product
Let's Review the Basics
Advertising, Marcom, IMC, or What?
Advertising's Role in the Marketing Process
Objectives, Strategies, and Tactics
Account Planning-Solving the Client's Problem
Get the Facts
Interpreting Research Findings
Features and Benefits
Assembling the Facts
Value Proposition
Decide What's Important
Tone: Finding Your Voice
Think like a Planner, But Write like a Creative
The Power and the Limits of Branding
Who's Who
What Would You Do?
Exercises
3. Ethical and Legal Issues: Doing the Right Thing for the Right Reasons
Ethical Challenges Within
Women and Children First
Advertising in Action
Legal Issues
Copyrights
Libel
Trademarks
Recent Changes
Who's Who
What Would You Do?
Exercises
4. Diverse Audiences: Making Genuine Connections
The Ever Changing Social Landscape
A Humble Disclaimer
It's All There in Black and White
Say It in Spanish
Diversity and Unity in the Asian Community
LGBTQIA(+)
Generational Marketing
Women in Advertising: We Have Come a Long Way, But There's More
Work to Be Done
What About Connecting to Men?
Did We Miss Anyone?
Mixing it Up
A Time for Inclusion
Who's Who
What Would You Do?
Exercises
5. International Advertising: It's a Global Marketplace
Global Context
The Power of Culture
Global Growth
BRIC Nations
MIST Nations
Global Survival
Strategies for Success
Lost in Translation
Who's Who
What Would You Do?
Exercises
6. Concepts and Design: What's the Big Idea?
What Is Concepting?
How to Be Creative (Concepting Strategies)
The Concepting Process
Concept Testing
Design: Worth a Thousand Words
Basic Design Principles
Digital Design
Putting It All Together
Who's Who
What Would You Do?
Exercises
7. Campaigns: Synergy and Integration
What Is Campaigning?
How to Enhance Continuity
Consumer-Generated Campaigns
Integrating Sales Promotion into the Campaign
Customer Experience Management
Taglines: The String that Holds Campaigns Together
Campaign Tips
Who's Who
What Would You Do?
Exercises
8. Headlines and Copy Basics: Get Their Attention and Hold It
Why Writing Is Important
Why Have a Headline?
Subheads
Who Needs Copy?
Writing Structure
Writing Style
Checklist for Better Copy
Who's Who
What Would You Do?
Exercises
9. Print: Writing for Reading
Not Dead Yet
Magazines
Newspapers
Collateral
Why Print Matters
Who's Who
What Would You Do?
Exercises
10. Radio and Television Advertising: Interruptions that Sell
Radio: The Original Theatre of the Mind
The Changing Face of Television and Advertising
Who's Who
What Would You Do?
Exercises
11. Writing for Websites: Copy and Content
The New Creative Revolution Continues
Display Advertising
Web Copy and Content
User Experience
Video in Websites
Branded Entertainment
Search Engine Optimization
Web Copy versus Content
Landing Pages
Microsites
Writing for a Worldwide Web
Where Are We Headed?
Who's Who
What Would You Do?
Exercises
12. Socially Mobile: Ideas for the Small Screen
Mobile: You Can Take It with You
Where Is Mobile Taking Us?
Photo and Video Networking Sites
Social Media Marketing
Writing Company Blogs
Keeping Up with Social Trends
Who's Who
What Would You Do?
Exercises
13. Support Media: Everyone Out of the Box
Out-of-Home Advertising
Guerrilla Marketing
Native Advertising
Content Marketing
Sales Promotion
Public Relations and Cause Marketing
Box? What Box?
Who's Who
What Would You Do?
Exercises
14. Direct Marketing: Hitting the Bull's-Eye
Direct Marketing Defined
Why Use Direct Marketing?
Components of Direct Marketing
Direct Mail
Mobile Direct Response Marketing
The Changing Face of Direct Response Marketing
Who's Who
What Would You Do?
Exercises
15. Business-to-Business: Selling along the Supply Chain
B2B Special Categories
Integrated B2B Campaigns
B2B and Social Media
The Changing Face of B2B
Who's Who
What Would You Do?
Exercises
16. Survival Guide: Landing Your First Job and Thriving
Three Ingredients for Success
Building Your Portfolio
Reaching Out
Surviving as a Junior Creative
Breaking Down Barriers to Success
Getting That Next Great Job
Who's Who
What Would You Do?
Exercises
Appendix
Copy Platform (Creative Strategy Statement)
Copy Editing and Proofreading Marks
Additional Radio Terms
Additional Television Terms
Additional Digital Terms
The Whole Book in One Page
Notes
Index
About the Authors