Creative Strategy in Advertising

, by Jewler, A. Jerome; Drewniany, Bonnie L.

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ISBN: 9780534522636 | 0534522637
Cover: Paperback
Copyright: 8/1/1997

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Supplemental Materials

Chapter 1 Solving the Problem, Finding the Difference

(22)

How to Solve a Problem

(1)

Advertisers Spend Big to Discover How to Captivate a Target

(2)

Advertising Evolves from Product Focused to Lifestyle Focused

(1)

Today's Smart Advertisers Listen to Consumers

(2)

Ethnic Groups Demand Special Attention from Advertisers

(1)

Know Your Product. Know Your Target. Know the Competition

(2)

A Mandate for Social Responsibility

(1)

What Kind of Advertising Are You Going to Create?

(5)

Suggested Activities

(3)

BriefCase: Industry Cruising for First-Timers

(4)

Chapter 2 Capturing Your Creative Potential

(24)

Reviving Your Creativity

(6)

Creating Advertising That Works

(2)

Using Criticism to Improve Your Creativity

(4)

Suggested Activities

(2)

BriefCase: Bell Helmets. Courage for Your Head

(5)

Chapter 3 Targeting a Diverse Marketplace

(18)

African-Americans

(1)

Hispanic-Americans

(1)

Asian-Americans

(1)

Native-Americans

(1)

How to Reach Ethnic Minorities

(2)

The 50-Plus Market

(2)

Women

(1)

People with Disabilities

(2)

Gays and Lesbians

(1)

Lessons That Apply to All Segments

(2)

Suggested Activities

(2)

BriefCase: How AT & T Learned to Connect

(3)

Chapter 4 Fact-Finding: The Basis for Effective Creative Work

(17)

Step 1. State Your Question(s)

(1)

Step 2. Dig Through Secondary Research

(7)

Step 3. Conduct Primary Research

(5)

Step 4. Interpret the Data

(1)

Suggested Activities

(2)

BriefCase: Diabetics Discover the Joy of Eating Well

(3)

Chapter 5 Strategy: Finding a Way to Communicate

(21)

O'Toole's Three-Point Approach to Strategy

(1)

McCann-Erickson's Role-Playing Approach

(1)

Aim for One or More of the Basic Human Needs

(1)

Choose a Strategy Type Based on Your Goals

(2)

Linking Strategy with the Thinking Feeling and High Low Importance Scales

(1)

Think VIPS

(6)

Strategy Statement Format

(1)

Suggested Activities

(2)

BriefCase: Hail Happens. How Pro-Dent Got the World Out on Getting the Dents Out

(4)

Chapter 6 Working in Print

103

(35)

A Quick Look at "The Look" of Print

103

(1)

Headlines and Visuals--Important Choices

104

(22)

Other Print Media: Outdoor, Transit, and Point-of-Purchase

126

(1)

Suggested Activities

127

(7)

BriefCase: Avon Cleaners: High-Profile Advertising Reaches a High-Profile Clientele

134

(4)

Chapter 7 Designing to Communicate

138

(34)

Functions of Design

139

(1)

Basics of Design

139

(5)

The Five R's of Design

144

(2)

Selecting Type

146

(3)

Basic Ad Layouts

149

(8)

Inviting Readership

157

(4)

Creating the Finished Ad: Computers and Design

161

(1)

New Technologies: Designing and Writing Advertising for the Web

162

(3)

Suggested Activities

165

(2)

BriefCase: Traveler Magazine Sends Their Minds--Media Buyers Soon Follow

167

(5)

Chapter 8 Writing for Radio--Seeing the Talk

172

(16)

Radio Is a Writer's Medium--Take Advantage of It

174

(1)

The Theater of the Mind

174

(3)

Using Humor in Radio

177

(7)

Suggested Activities

184

(1)

BriefCase: Explaining a Complex Product in Simple Terms: Network MCI

185

(3)

Chapter 9 Working in Television

188

(22)

A Meaningful Message for Business Travelers

189

(1)

Television Commercials and the Future

190

(1)

Getting Ready to Write Television Advertising

191

(1)

Start Watching TV Commercials with a Critical Eye and Ear

192

(1)

Before You Write, Ask Yourself These Questions

192

(2)

After the Ideas Come: Getting Familiar with the Technique

194

(1)

Transitions and Camera Moves: Two Ways of Getting from A to B

194

(1)

Editing for Continuity

195

(2)

Formats for Television Commercials

197

(1)

Getting It on Paper: The TV Script

198

(1)

Making It Clear: The TV Storyboard

198

(6)

TV Production

204

(2)

Suggested Activities

206

(1)

BriefCase: Pepsi Finds a New Way to Poke Fun at "The Other Cola"

207

(3)

Chapter 10 Using Direct Marketing to Build Lasting Relationships

210

(40)

Improved Through Technology, Direct Marketing Is an Old Idea Reborn

210

(1)

How Direct Marketing Differs from Mass-Media Advertising

211

(1)

Advantages of Direct Marketing over Other Forms of Advertising

212

(2)

Computer Databases: Key to Targeting the Best Prospects

214

(1)

Direct Marketing: A More Personalized Relationship

215

(2)

Busy 90s Consumers Respond to the More Personal Attention of Direct

217

(1)

The Three Musts for Successful Direct Marketing

218

(6)

Designing the Direct-Marketing Package

224

(1)

Using Direct as Part of a Total Advertising Compaign

224

(1)

Fund-Raising Through Direct Marketing

225

(6)

Catalogs: Bringing the Retail Store into the Home and Office

231

(6)

Private Matters: Ethical Aspects of Direct Marketing

237

(1)

Suggested Activities

237

(5)

BriefCase: Father Seeks Revenge After Daughter Loses Virginity (or just another night at the Baltimore Opera)

242

(8)

Chapter 11 Retail Advertising

250

(20)

What Makes Retail Advertising Unique?

251

(1)

How to Create Retail Ads

252

(11)

Suggested Activities

263

(2)

BriefCase: Pointy Shoes and Goodwill Are Always in Style at Marshall Field's

265

(5)

Chapter 12 Convincing the Client

270

(12)

The Presentation Is Half the Battle

271

(2)

Speaking Tips

273

(1)

Perils and Pitfalls

274

(1)

How to Correct the Problems

275

(1)

Suggested Activities

276

(1)

BriefCase: Barbed Advertising on a Limited Budget: The Success of Magic Ring(c) by Lovable

277

(5)

Chapter 13 Now It's Time to Land That Job

282

(22)

State Your Objectives

282

(1)

Pinpoint Your Strongest Selling Points

283

(1)

Assess the Competition

283

(1)

Understand Your Target Audience

285

(1)

Develop a Creative Communication Message

285

(14)

Other Job-Hunting Suggestions

299

(2)

Suggested Activities

301

(1)

BriefCase: Is Your Car "Just Something to Get You from Point A to Point B"?

302

(2)

Appendix

304

(8)

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Creative Strategy in Advertising

Table of Contents

Supplemental Materials