Creative Strategy in Advertising (with InfoTrac)

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

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

ISBN: 9780534557836 | 053455783X
Cover: Paperback
Copyright: 8/7/2000

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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.

Preface

xiii

Creating Unexpected but Relevant Selling Messages

(28)

What Does It Mean to Be Creative?

(1)

Reviving Your Creativity

(1)

Creativity in Advertising

(1)

That's Entertainment, but Is It Advertising?

(5)

Guidelines for Creating Effective Ads

(3)

A Mandate for Social Responsibility

(1)

What Kind of Advertising Are You Going to Create?

(3)

Creativity Run Amuck

(1)

The Creative Challenge

(4)

Suggested Activities

(2)

Search Online! Discovering More About Creativity

(6)

BriefCase: Bell Helmets: Courage for Your Head

(5)

Targeting a Diverse Marketplace

(20)

African-Americans

(1)

Hispanic-Americans

(2)

Asian-Americans

(1)

Native Americans

(2)

How to Reach Ethnic Minorities

(2)

The 50-Plus Market

(2)

Women

(3)

People with Disabilities

(1)

Gays and Lesbians

(2)

Lessons That Apply to All Segments

(1)

Suggested Activities

(1)

Search Online! Discovering More About Targeting and Diversity

(3)

BriefCase: Tide en Espanol

(2)

Fact-Finding: The Basis for Effective Creative Work

(18)

State Your Question(s)

(1)

Dig Through Secondary Sources

(6)

Conduct Primary Research

(5)

Interpret the Data

(1)

Common Mistakes in Research

(1)

Suggested Activities

(2)

Search Online! Discovering More About Fact-Finding for Creative Excellence

(4)

BriefCase: Diabetics Discover the Joy of Eating Well

(3)

Strategy: The Creative Before the Creative

(20)

O'Toole's Three-Point Approach to Strategy

(1)

DDB Needham's Focus on One or More of the Basic Human Needs

(3)

McCann--Erickson's Role-Playing Approach

(1)

Stating the Strategy

(1)

Choosing a Strategy Type Based on Your Goals

(1)

Linking Strategy with the Thinking/Feeling and High/Low-Importance Scales

(1)

Think VIPS

(1)

Think ROI

(3)

The Strategy Statement

(1)

Suggested Activities

(1)

Search Online! Discovering More About Strategy

(6)

BriefCase: Barbed Advertising on a Limited Budget: The Success of Magic Ring© by Lovable

(5)

Finding the Big Idea

(22)

How Do You Come Up with the Big Idea?

(1)

Considerations in Brainstorming

(8)

Guidelines for Brainstorming

(3)

Using Criticism to Improve Your Creativity

(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)

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Creative Strategy in Advertising (with InfoTrac)

Summary

Table of Contents

Supplemental Materials